This airline has got balls. Yet here is Roots Canada, the Toronto clothiers who revolutionized the red poor-boy hat during the 1998 Olympic Games and they have offered up their brand name and identity to the mercy of the Canadian airline industry. This foray has caused a lot of eyes to roll. This crap is bought by the same yahoos who drive sport ute's back and forth to the grocery store. In your wildest imagination buck-o.
Roots pushes all the right buttons.
Naturally, if you believe you're rugged because you drive an SUV, then flying the rugged airline Roots would be your bag. Entrepreneur Brit Richard Branson jettisoned his Virgin record label into the luxury airline business in the mid-1980s. Most successful, some not. Bottom line is that Virgin sticks its name on any enterprise to make a buck. More on the Roots level, Eddie Bauer, upscale outfitter, has its own Ford Explorer edition.