Joey Gollish’s journey to becoming the creative director at Roots didn’t follow a traditional fashion-industry playbook. It unfolded through late nights, DIY experimentation, global runways, and a deep belief in trusting instinct over convention. Today, as he helps steer Roots, one of Canada’s most iconic heritage brands into a new era, that unconventional path has become his greatest asset.
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Building something from nothing
Speaking candidly about his career, Gollish describes a turning point that came in 2017. After leaving a software company he co-founded, he found himself searching for direction. Fashion, something he had quietly been immersed in since childhood, became both creative outlet and survival plan. To pay rent, he began throwing parties, DJing, and making clothes. That period gave birth to the name Mr. Saturday — initially a creative identity, and eventually a brand.
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By 2019, Mr. Saturday evolved into a fully realized fashion label. What started as hoodies and T-shirts quickly grew into a deeper exploration of tailoring, pattern making, and the craft behind menswear. Gollish immersed himself in learning, moving at a pace that mirrored his instincts rather than industry timelines.
Momentum followed. Toronto pop-ups led to Paris showrooms. International retailers like SSENSE and Selfridges provided a global platform. Gollish made history as the first Canadian menswear designer to present on the official Paris Fashion Week calendar, while also earning Canadian Menswear Designer of the Year. Looking back, he sees that period as proof of what happens when vision is pursued with conviction.
Those experiences shaped how he approaches creativity today. Confidence, he says, isn’t just about taste — it’s about trusting the people around you and committing fully to an idea once it’s formed.
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When independence meets structure
Transitioning from running an independent label to working within a company like Roots was, unsurprisingly, an adjustment. Gollish jokes that he could always use more structure — and Roots provided plenty of it. Where his own brand could move from idea to execution in a matter of days, Roots operates with research cycles, long-term planning, and a deep product archive spanning decades.
Rather than stifling creativity, that structure became a lesson in patience and process. Gollish speaks openly about learning to trust timelines, teams, and the value of letting ideas mature. The reward, he says, is better product — garments shaped by intention rather than urgency. More importantly, Roots introduced him to the power of creating within a large, interconnected community. Designers, strategists, marketers, and merchants all contribute to a collective vision. That collaboration, he notes, has been one of the most fulfilling aspects of his role.
Roots: A Canadian story, deeply personal
For Gollish, working at Roots carries emotional weight beyond the title. Like many Canadians, his earliest memories of the brand involve family outings and oversized chairs in store interiors that felt larger than life. That sense of nostalgia informs how he approaches the brand today.
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He often returns to a piece of advice that guides his work: do what would make your younger self proud. At Roots, that means honouring the brand’s heritage while infusing it with energy, relevance, and individuality. It’s about capturing the excitement he felt as a kid and translating it into clothing people want to wear now.
Why quality still matters most
When asked what people should be paying closer attention to at Roots, Gollish doesn’t hesitate. Quality, he says, remains the brand’s quiet superpower. From everyday sweats to leather jackets and bags designed to last decades, he believes the craftsmanship stands apart — even if it’s not always immediately visible through marketing or photography.
That commitment to quality underpins everything the team is building. It’s also what allows Roots to move beyond being an occasional-wear brand and into something more versatile — clothing that fits seamlessly into daily life.
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Styling a new future
Looking ahead to 2026, Gollish is most excited not by celebrity campaigns or polished editorials, but by real people wearing the clothes. Seeing friends send photos, scrolling through tagged images, and watching how customers style Roots pieces has become his favourite feedback loop.
Since joining the brand, the goal has been clear: expand Roots beyond comfortwear and holidays, and make it something people reach for day to night. That shift is starting to resonate, and upcoming collections are designed to push it even further.
The recent campaign with Seth Rogen marked a meaningful milestone. For Gollish, it wasn’t just about star power — it was validation. Rogen represents an authentic, unmistakably Canadian voice, someone who grew up in Roots sweats and still embodies the brand’s spirit today. That alignment, he believes, signals maturity and momentum for Roots as it enters its next chapter.
Ultimately, Gollish’s story is about belief — in vision, in process, and in the idea that Canadian brands can evolve without losing their soul. At Roots, he’s proving that heritage doesn’t mean standing still. It means knowing where you came from, and having the confidence to move forward.
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