Story by Valerie Dittrich
Photography by Nicole Njagi
For over a decade, Roots Canada and the University of Toronto have had a tight-knit relationship and partnership with the goal of creating quality merchandise for students, staff and faculty alike.
In this new refreshed collection, the two are now closer than ever – with both iconic marks combined into one for the first time.
With the support of Spaces & Experiences’ Trademark Licensing, this new and improved line of apparel creates an experience that students, staff and faculty can carry with them.
“We’re thrilled to celebrate Roots at the University of Toronto — a brand that holds deep meaning for our trademark partnerships since the inaugural collegiate collection debuted over a decade ago,” said Anne Macdonald, Assistant Vice President, Spaces & Experiences. “This re-launch marks not only the revival of our first trademark licensing collaboration, but also a bold step forward with design collections and enhancing the in-store student experience.”
A collection that integrates elements of both logos is exclusive to U of T, available in classic university colours, paired with the soft-to-the-touch fabrics that define Roots quality. From crewnecks to hoodies, quarter-zips to baseball caps and a luxurious varsity leather jacket, there is something for everyone in the Fall 2025 Collection.
In addition to collaboration, Roots has re-vamped its concept shop in the St. George location, fitted with an authentic canoe in-store to reinforce its core connection to nature.
“We are thrilled to launch our newly enhanced Roots shop in the University of Toronto Bookstore alongside the exclusive Roots x U of T Collection, created in collaboration with the University’s team,” said Melinda McDonald, Vice President, Wholesale & Business Development of Roots.
“Featuring heritage-inspired graphics and unique logo mashups, the collection celebrates the spirit of our partnership, while the refreshed shop design highlights our connection to nature through custom forest graphics and archival landscape imagery from the University, honouring the heritage of both Roots and the University of Toronto.”
For Jason Farrell, Vice President of Distribution and Retail for the University of Toronto Press, the collaboration opens the door to more opportunities in the future. “It’s a great Canadian company. It’s obviously a great Canadian University. There’s a natural collaboration there. There are symbols that we both use, but ultimately, it took a lot for both organizations to recognize they could do something different and be stronger.”
S&E’s Trademark Licensing team played a large part in the roll out of this launch, working with the U of T Bookstore team to design the combined mark.
“Trademark Licensing has been fantastic in elevating the University of Toronto brand through merchandise — and this is just another example,” said Farrell. “They had an open mind but also made sure that we adhered to what was important to the University of Toronto and represented that stakeholder discussions. And in the end, we’re very happy with the outcome.”
“With the support of Trademark Licensing, Roots Canada and a beautiful new concept space shared with the U of T Bookstore, we’re creating more than just a retail experience,” added Macdonald. “We’re building a space that reflects school spirit and U of T’s heritage.”
The U of T x Roots refreshed collection is available exclusively at the U of T Bookstore across all three campuses.
