Winner, Alberta Historical Resources Foundation Heritage Award,
Canadian Museums Association Outstanding Achievement in
Publications, and Redgees Legacy AwardShortlisted, Robert Kroetsch
City of Edmonton Book PrizeRemember pearl-snap Western shirts,
Scrubbies jeans, and denim jackets, George W. Groovy, Cowboy Kings,
Red Straps? Take a trip down memory lane and relive the GWG story!
Remember the slogans "Anything Goes," "They wear longer, because
they're made stronger," and Wayne Gretzky's declaration that "I
grew up in GWGs"? GWGs have been a cultural icon in Canada since
the company's founding in 1911. Here, at long last, is the
complete, lushly illustrated history of the Great Western Garment
Company, whose products were staples for some generations and
defined cool for others. This lavish book includes archival
photographs, advertisements, product photos, and insights on the
long history of this iconic Canadian company. Begun in Edmonton,
GWG not only manufactured jeans, but also helped immigrant women
support their families, becoming a model of management and labour
working collaboratively. GWG eventually became the largest workwear
manufacturing company in Canada, providing different styles of work
and leisure clothing for men, women, and children, and for the
military during both world wars. Although Levis acquired the
company during the 1960s and '70s and closed the last factories in
2004, the GWG brand remains a part of pop culture. It is firmly
fixed in the Canadian psyche and still holds a place in Canadian
hearts.
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