brand collection
October’s Very Own (OVO)
For over a decade, Roots Canada and the University of Toronto have had a close relationship and partnership with a shared goal of creating quality, branded merchandise for students, staff and faculty alike.
With the support of Spaces & Experiences Trademark Licensing department, the new and improved line of apparel combines the marks of U of T and Roots on one piece of apparel for the first time since the inception of the partnership.
Development of the new line included a redesign of a 900-square-foot retail space at the U of T Bookstore representing Root’s most significant campus retail investment to date. The enhanced partnership marks what both organizations describe as the first merged branding initiative in either organization’s history.
The exclusive collection blends the identities of both brands, while the physical space includes a signature canoe installation and nature-inspired design elements. The collaboration represents a strategic and innovative pivot from traditional campus retail arrangements, requiring both organizations to adapt their standard approaches to create an integrated brand experience.
The U of T x Roots refreshed collections integrate elements of both legendary Canadian logos and are exclusive to U of T. Merchandise is available in classic University colours and paired with the soft-to-the-touch fabrics that define Roots quality. From crewnecks to hoodies, quarter-zips to baseball caps to a luxurious varsity leather jacket, there is something for everyone in the enhanced collections.
Roots is a proud, long-standing partner of the University of Toronto. This relationship reflects a shared, deep commitment to community and to supporting the next generation of leaders. The collection celebrates the spirit of partnership, and the refreshed shop design highlights a connection to nature through custom forest graphics and archival landscape imagery from the University.
U of T x Roots merchandise is available exclusively at the U of T Bookstore across all three campuses.
