Roots Flying High by Vaughn Mullen, Managing Editor

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Roots Flying High

by Vaughn Mullen. Managing Editor

June 8th, 2000 Toronto, Ont. - The Canadian clothing company that created a fashion craze for bright red 'poor-boy' hats and varsity jackets following the 1998 Winter Olympics, has launched a new airline in Canada. Roots Canada, in partnership with Skyservice Airlines Inc. announced the formation of Roots Air at a splashy news conference in Toronto yesterday.

The new airline will carry the Roots logo on the fuselage and the company's name on the tail of every plane in the company fleet of 13 aircraft. Each cabin will feature the famous Roots beaver on every seat and a Roots catalogue in every seat-pocket. Roots Canada will own 20% of Skyservice Airlines Inc, the Toronto-based charter company that will actual operate the new airline.

On hand for the ceremony at Roots' flagship store in Toronto was veteran Canadian actor, Dan Aykroyd, who posed with fans and friends, including the co-founders of Roots, Michael Budman and Don Green. Aykroyd was of course wearing a traditional varsity jacket embroidered with a Roots Air logo, manufactured by Roots Canada for the occasion.

"This is the perfect time to take Roots Canada's style to national and international skies," said Budman. "By leveraging Skyservice's aviation experience and our leading style trend, we're bringing airline travel into a new generation."

Roots Air is expected to be in operation by November, 2000.