As the Toronto food scene comes of age there's been much chatter of how our young and talented collection of chefs are the new celebs on the block. (yeah, take that Mayor Ford) However, aside from the occasional magazine cover and various trade show appearances there hasn't been a whole lot of basis to this claim.

Enter Roots, the Canadian clothing giant who this week decided to take this celeb chef claim a step further. While its ads are usually home to famous Canadian faces such as Wayne Gretzky and Dan Aykroyd, Roots decided to enlist Bar Isabel chef Grant Van Gameren to star in its latest campaign.

Love his grilled octopus or fried rabbit? Now you can take your chef worship a step further and wear the same (er, similar) limited edition premium fleece that Van Gameren chooses to kick around in when chillin' with friends.

Roots' latest campaign is running in local print media and online and is promoting The Roots XL Pop Up Shop running this weekend at 567 Queen St. West.