FORMER Argyle student Jason Priestley, of Beverly
Hilis 90210 fame, roots for the home team.

Canadian celebs
rediscover Roots

By Layne Christensen
Fashion Editor

JASON Priestly is in an
ad for Roots. He’s
wearing the Robbic
Robertson jacket of
mustang leather.

Robbie Robertson is in
another ad for Roots, Alanis
Morisette has a bag named
after her, the Alanis tote.

Everyone knows that
celebrities add cache to an
advertising campaign. But
something is different here.

These are Friends of Roots
— customers, in other words,
says Suzanne Fong of Write
Ideas, the company Roots
hired to promote the brand
out West.

And friends of Michael
Budman, the charismatic: co-
founder of the Canadian man-
ufacturer and retailer of cloth-
ing and leather goods, who
has a knack for attracting

Photo submitted

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celebrities to his brand.

Sure famous faces get a
celebrity discount of 30% (so
do Canucks and Grizzlies
players) but their attraction to
Roots’ clothing and leather
goods is more than that.

They donated their time
because they wanted to pro-
mote Canadian product, says
Fong.

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