Roots, a premium outdoor lifestyle brand, together with young contemporary athleisure brand, BOY MEETS GIRL®, have launchedRoots x BOY MEETS GIRL®,a limited-edition streetwear collaboration in North America & Asia.
“It is great to have been able to partner with BOY MEETS GIRL® to bring this unique collection to our consumers,” said James Connell Chief eCommerce and Customer Experience Officer. “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.”
Roots x BOY MEETS GIRL® 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®. The limited-edition, 15-piece collection includes 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 highly-recognizable logos and celebrate three brand values that both Roots and BOY MEETS GIRL® share: community, freedom and integrity.
“I’m all about nostalgic collaborations, as seen with many of our recent initiatives,” said Stacy Igel, BOY MEETS GIRL® Founder and Creative Director. “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. 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. I’ve been a fan of Roots for years, and am proud to give my customers the opportunity to get to know the Roots brand better, and vice versa.”
Roots x BOY MEETS GIRL® has launched in Asia & North America. The collection is 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 is also available online at www.roots.com, www.roots.com.tw and https://roots.tmall.com.