Roots has begun what it calls an “ongoing creative collaboration” with one of the world’s hottest young pop stars.
The introduction of “Roots x Shawn Mendes” is timed to coincide with promotion and ticket sales for the singer’s September 2019 Toronto concert, part of his first global stadium tour. The collection includes a hoodie, sweatpants, T-shirts, a toque and jacket, all featuring elements of the art from Mendes’s last album.
The clothes first went on sale during a pop-up event at Toronto’s Eaton Centre on Tuesday, where attendees also received a code for guaranteed tickets to the Toronto show.
Mendes promoted the line through his social channels where, naturally he has a massive following—38 million followers on Instagram, 20.3 million on Twitter, and 7.4 million on Facebook.
The product line went on sale online Wednesday; by midday the hoodies, sweatpants and T-shirts were sold out. The $598 jacket was still available.
“We are thrilled to partner with Shawn during such an important milestone in his career,” said Karen Zuccala, Roots’ vice-president of marketing. “It is an honour to work with such an incredibly talented Canadian singer and songwriter and bring his vision to life. The collection is the beginning of an ongoing creative relationship; we are excited to see where we can take this.” – David Brown