Fashion Brands in Canada

Among fashion brands in Canada, Roots emerges as the clear leader, holding one of the highest positions within its industry and maintaining a respectable standing across the entire GCBI. Its strong scores in friendly, nice, and respectful reflect its deep association with Canadian heritage, comfort, and national pride. Known for its premium loungewear and leather goods, Roots has successfully cultivated a brand identity that is both aspirational and grounded. Unlike many global fashion brands that project exclusivity or trendiness, Roots thrives by aligning with values Canadians hold dear: authenticity, inclusivity, and homegrown craftsmanship.

Part of Roots’ strength lies in its ability to merge aesthetics with meaning. The brand has often centered its advertising around Canadiana—forests, campfires, and cozy cottages—and while this might seem rustic in today’s globalized fashion landscape, it clearly resonates with Canadian consumers. Recent marketing efforts have also emphasized sustainability and ethical sourcing, which have helped it remain relevant in a market that is increasingly critical of fast fashion and global overproduction. In an industry where perception can shift quickly, Roots has managed to stay above the fray by keeping its brand identity consistent and emotionally connected to its audience.

Other fashion brands in the GCBI include smaller or more niche players like La Maison Simons, which performs particularly well in Québec, and Joe Fresh, which benefits from its affordability and association with Loblaws. While these brands don’t rank as highly as Roots overall, their presence in the index suggests that Canadians are still open to fashion brands that are accessible, practical, and value-conscious, provided they maintain a baseline of friendliness and decency. However, many globally dominant fashion brands are either absent or underperforming in the index, which may indicate that Canadians are more skeptical of fashion labels that appear disconnected from local values or overly commercial in tone.

To succeed in the Canadian fashion landscape, brands need to emphasize comfort, ethical sourcing, and social consciousness. Consumers aren’t just shopping for style—they’re looking for clothing that fits with how they see themselves and their country. Fashion in Canada isn’t about chasing global trends; it’s about expressing personal and cultural identity in a way that feels sincere. Brands that reflect these values—as Roots does — are the ones that earn not only admiration, but long-term loyalty.