Great Western Garment Co.
- Great Western Garment Co.
The Great Western Garment Co. (GWG) was a Canadian denim and western wear clothing company founded in 1911.[ [http://www.conestogac.on.ca/~sfinlay/IMC/cases/LevisGWG.htm Untitled Document ] ] ]In the 1970s GWG was acquired by Levi Strauss of Canada. Though GWG maintained control through the seventies to nineties, falling fortunes around the year 2000 led Levi's to step in and make the brand profitable again.
GWG clothing is no longer produced. The Edmonton factory where all product was made closed its doors in 2004. [ [http://www.cd.gov.ab.ca/preserving/PAA_2002/Whats_New/gallery/GWG/GWG_Index.asp] ]
The company's slogan of "They wear longer because they're made stronger" suggests the clothing's intended market; farmers and working class people. The company also appealed to a working class demographic with their affordable pricing, usually 2/3 the price of red-tab Levi's jeans.
References
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