“Roots’ Race to Make Hoodies and Sweatpants Sexy” – Josh Greenblatt (Walrus)
“The past decade has ushered in cataclysmic shifts that have upended the fashion industry and changed the way we shop. E-commerce made designer fashion globally accessible, while fast fashion grew into a billion-dollar business, much of which is built on designer dupes at a fraction of the price. Social media disrupted traditional advertising’s influence and reach. Fashion influencers speak directly to consumers and suck up the robust advertising budgets that once funded the pages of Vogue or GQ. This paradigm shift leaves mass market brands like Roots in a tricky spot. If they go too fashion, they risk alienating loyal customers. If they play it too safe, they risk irrelevance”