Roots has officially come full circle. The iconic Canadian lifestyle brand has returned to its roots—literally—with the opening of Roots Outpost, a brand-new concept store at 1096 Yonge Street in Toronto’s Rosedale. Just steps away from where the first-ever Roots store opened in 1973, the new space marks a nostalgic homecoming that blends heritage craftsmanship, design, and community with a modern, culture-driven twist.
And to make the return even more iconic? Roots has tapped Seth Rogen as the face of its new Holiday 2025 “Anything Roots” campaign—bringing his signature humour, warmth, and Canadian charm to the brand’s latest era.
A new chapter in Canadian craftsmanship
Inside Roots Outpost, shopping feels more like storytelling. The space perfectly encapsulates everything Canadians have loved about the brand for over 50 years: authenticity, quality, and that cozy, cabin-inspired charm. Archival black-and-white photos, vintage memorabilia, and contemporary Canadian art line the walls, while warm wood finishes and heritage details create a tactile, inviting environment that feels both familiar and elevated.
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“This concept was born from a simple idea: to create a space that brings the Roots brand to life in a fresh, modern way,” says Micah Cameron, Image Director at Roots. “Today, brand experiences are a new kind of luxury, and our hope is that Roots Outpost becomes a place where people can feel something genuine, tangible, and real.”
From sweats to storytelling: what makes Roots Outpost special
Beyond its iconic leather goods and sweats, Roots Outpost introduces Roots Vintage—a curated collection of pre-loved pieces chosen for their quality, heritage, and timeless appeal. Each item tells a story, highlighting the brand’s commitment to circular fashion and sustainability.
Roots Outpost will also carry local Canadian brands and host community events, bridging past and present through craftsmanship and connection. It’s less about retail, more about reconnection—a place that celebrates the essence of Roots in every stitch and story.
Seth Rogen joins the Roots family
Just in time for the holidays, Roots has added a dose of humour and star power to its comeback. The brand has partnered with Seth Rogen for its “Anything Roots” holiday campaign, where the Vancouver-born actor, writer, and producer stars as the Roots Holiday Concierge—a retro character navigating a flurry of customer calls and holiday chaos with peak Canadian wit.
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Set against a nostalgic backdrop that mirrors the cozy aesthetic of Roots Outpost, the campaign captures the joyful messiness of the holidays—complete with frantic gift shoppers, quirky family moments, and Rogen’s signature charm. “When it comes to holiday gift shopping, get them anything Roots – they’ll be psyched,” he says in the campaign.
“Seth Rogen embodies many of the traits associated with Roots: warmth, creativity, wittiness, authenticity and a deep sense of community,” says Leslie Golts, Chief Marketing Officer at Roots. “For over 50 years, we’ve celebrated people who stay true to themselves and their roots.”
Directed by Josh Locy and photographed by Jacq Harriet, the campaign is the latest collaboration under Roots Image Director Micah Cameron and Creative Director Joey Gollish, blending Rogen’s comedic personality with the brand’s heritage storytelling. Fans can even call the Roots Holiday Hotline (1-855-ANY-THNG) for real-time gift inspiration or visit select Roots stores for interactive experiences—starting, of course, at Roots Outpost.
The VIBE: Heritage redefined.
The vibe at Roots Outpost is warm and nostalgic yet undeniably fresh—a cabin-core aesthetic with cultural relevance and modern appeal. It’s the kind of space that feels like a nod to Canada’s past and a wink to its future. Add Seth Rogen’s humour to the mix, and you’ve got a brand that’s officially in its cool new era.
The 411: Roots Outpost, in Toronto’s Rosedale-area
- 📍 Location: Roots Outpost, 1096 Yonge St., Toronto, ON
- 🕰️ Hours: Daily, 10 AM–7 PM (check roots.com for updates)
- 🎯 Community: Heritage lovers, design fans, sustainability enthusiasts, and Rogen superfans
- 🌿 VIBE: Nostalgic, authentic, and proudly Canadian
- 📞 Holiday Hotline: 1-855-ANY-THNG (269-8464)
- 🌐 Website: roots.com
- 📸 Follow: @roots
Editor's note: All photos courtesy of Roots.
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