Roots launches collaborative Boy Meets Girl collection

By

Jennifer Braun

Published
Jan 13, 2020

Toronto-based premium outdoor lifestyle brand Roots is teaming up with contemporary athleisure brand Boy Meets Girl for a nostalgic streetwear-inspired collection.

The limited-edition 15-piece collection merges Roots' more-than-45 years of heritage and the comfort the brand has long been known for, with the statement style and streetwear aesthetic of Boy Meets Girl. 

It includes items such as organic cotton unisex t-shirts, recycled yarn sweatpants, hoodies (cropped and zip-up styles), a sweatskirt, leggings and a mini-me kids collection. 

Each piece features unique logos, designed exclusively for the collection, that bring together the two brands logos and celebrate shared brand values of community, freedom and integrity.

"With the contemporary styling, as well as the unisex options and matching kids collection, this collaboration is perfect for our global consumer base. We believe Roots fans will share in our excitement for the collection,” explained James Connell chief e-commerce and customer experience officer, in a news statement. 

"I love the challenge of joining two brands together, and locking-up the Roots and Boy Meets Girl logos was like putting the perfect puzzle together,” added Stacy Igel, Boy Meets Girl, founder and creative director.

“When I consider a collaboration, I pay a lot of attention to what the other brand stands for and who its audience is. Roots and Boy Meets Girl speak to the same customer – authentic, fun, purposeful.” 

The Roots x Boy Meets Girl collection launches mid-January in Asia and early February in North America. It will be available in nine Roots stores in Canada and three in the U.S., as well as 61 Roots stores in Taiwan, 35 in China and one in Hong Kong.

The complete collection will also be available online via Roots e-commerce channels.