SWEAT EMO­TION

Ex­pe­ri­ence Roots Leg­ends on New­bury Street

Where Boston - - INSIDER -

THE EX­PE­RI­EN­TIAL shop­ping game just got raised on New­bury Street with the ar­rival of Cana­dian out­door lifestyle brand Roots. The gallery-style space is no mere store: it’s a Roots Leg­ends brand ac­ti­va­tion cen­ter, if you please, which to the un­trained ear sounds like a pad from which reg­gae icons are launched into space. In fact, it’s a very clever and en­gag­ing way to present key prod­ucts, like the out­ra­geously comfy Roots Orig­i­nal Salt & Pep­per Sweats—dis­played in a room made en­tirely of grey sweat pant ma­te­rial—and the cabin socks, ar­rayed en masse like a rebel army of feet. For the record, the Roots story goes back to 1973, with de­but prod­uct the Nega­tive Heel Shoe, a de­sign clas­sic. Great stuff—and the beaver logo is su­per­cool, too. 344 New­bury St., 617.982.0072 For more great places to buy gear in the city visit where­trav­eler.com

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