By: Sara Koonar

The Roots flagship store on Bloor Street was buzzing with fashionistas, industry big wigs and Olympic athletes on Thursday all there to see the new Canada Collection by Roots. Roots, Canada’s most recognizable homegrown brand, paired up with MasterCard and Right To Play to make this collection a special one.

A portion of the proceeds from every purchase of the collection with go to Right To Play, a Canadian-based humanitarian organization that sets out to improve the lives of children in war-torn counties around the world.

President of MasterCard Canada, Kevin Stanton and world champion kayaker Adam Van Koeverden.

“Roots, MasterCard and Right To Play are perfect partners for this project because of our shared values, our understanding of the importance of play, and our desire to give back to others, especially to children living in disadvantaged areas around the world,” said Johann Koss, President and CEO of Right To Play.

You can find the Canada Collection by Roots all across Canada in Roots stores. With pieces like the Alberta Hoody or the Nunavut t-shirt, you can proudly represent Canada in these comfy clothes just in time for the 2010 Vancouver Olympics. The collection has everything from leather purses to watches and great sweats.

Modeling the clothing at the launch party were the athlete ambassadors that are involved with Right To Play, including figure skater Jamie Sale and world champion kayaker Adam Van Koeverden whose handsome looks make him a great canvas for the collection.

The athletes have spent time visiting children around the world who are suffering from war, poverty and disease and hope to be role models to each and every one of them, supporting their Right To Play.

“Given the added dimension of the Canada Collection by Roots, we’re particularly proud of it,” says Roots Co-Founder Michael Budman. “Our team rose to the occasion in producing such a winning collection. Their inspiration was even greater, knowing that this collection was going to benefit such an important cause…”

For more information on Right To Play, visit rightoplay.com.

To purchase the Canada Collection by Roots, visit Canada.roots.com.

Be sure to look out for the MasterCard TV ad campaign for the collection, which was filmed in Africa and highlights the organization’s work and how it will benefit from the sales of the clothing.