Canada Goes Electric – Roots x Coupland
July 2, 2010 § Leave a comment
Roots had a good reason for giving the design of a clothing and accessories collection to an outside designer for the first time: they got renowned Canadian writer and visual artist Douglas Coupland to do it. Coupland’s first novel, Generation X: Tales for an Accelerated Culture, popularized the title term, which refers to Americans and Canadians who reached adulthood in the late 1980s. Coupland is a prolific artist and his work comments on Canada and pop culture.
“For more than 10 years I’ve been intimately exploring what it means to be Canadian,” says Coupland. “This partnership with Roots is an amazing opportunity to keep that dialogue going with an even wider, more diverse audience.”
The collection, called Canada Goes Electric, hits selected stores July 8th. I bought a tote through the Facebook pre-sale page, and you can see that and other images in the slide show above. This alliance makes perfect sense to me, as Coupland’s blend of national inquiry and commercial instinct is in just the right balance here. The effect is playful, provocative, and most importantly, the clothes look terrific.