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Market share for the workman like quality of GWG jeans fell as designer label and fashion oriented jeans grew in popularity. By the early 1990s, the GWG brand held less than 5 percent of the
Canadian market. The same conditions were impacting the market share for the Levi brand, leading to Levi
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Strauss closing a number of factories worldwide and taking direct control of the operations of GWG in 2002. Attempts to make the GWG brand profitable again were not successful, and the
Edmonton GWG factory, along with all remaining Levi Strauss factories in North America, closed in 2004.
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clothing company. 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
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acquired 75 percent of GWG, expanding these holdings to 100 percent in 1972, at a time when GWG held roughly 30 percent of the
Canadian jeanswear market.
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technique for its products, increasing the softness and flexibility of the rigid denim fabric. By the 1970s, the denim and
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The Globe and Mail, May 24, 2002, p. B10, Levi
Strauss & Co. (Canada) to Resume Responsibility for GWG Brand Apparel.
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had fully adopted the stone-washing technique, helping to bring denim to a larger and more versatile market.
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176:"Case Study, Conestoga College Institute of Technology and Advanced Learning"
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202:"Clothing the Armed Forces: The Great Western Garment Company during WWII"
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This article about a fashion brand, house, corporation or company is a
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armed forces, making it the largest clothing manufacturer in the
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The company provided clothing for the war effort during both
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This article about a
Canadian corporation or company is a
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During the 1950s, GWG's Donald
Freeland developed the
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60:The Great Western Garment Company was a Canadian
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204:. University of Alberta, Albertasource.ca.
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487:Clothing companies established in 1911
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258:. Royal Alberta Museum. Archived from
229:. Worldflow Knowledge. Archived from
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32:clothing company founded in 1911 in
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227:"Levi's By the Numbers (Men's)"
208:from the original on 2010-12-08
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256:"Piece by Piece The GWG Story"
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48:. The company was acquired by
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18:Great Western Garment Company
467:Clothing companies of Canada
420:. You can help Knowledge by
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309:. You can help Knowledge by
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42:Alexander Cameron Rutherford
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482:Companies based in Edmonton
86:GWG was founded in 1911 in
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254:Catherine C. Cole (2009).
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94:by Charles A. Graham and
40:by Charles A. Graham and
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305:-related article is a
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82:Independent operation
119:British Commonwealth
52:, starting in 1961.
100:Premier of Alberta
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264:. Retrieved
260:the original
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231:the original
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210:. Retrieved
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180:the original
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145:Levi Strauss
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126:stone washed
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111:World War II
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66:western wear
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50:Levi Strauss
44:, the first
30:western wear
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139:Acquisition
98:(the first
56:Description
461:Categories
266:2010-11-24
237:2010-11-24
212:2010-11-24
186:2007-07-09
155:References
107:World Wars
143:In 1961,
109:. During
303:Edmonton
206:Archived
133:industry
130:textiles
88:Edmonton
34:Edmonton
92:Alberta
77:History
73:jeans.
38:Alberta
115:Allied
71:Levi's
301:This
62:denim
26:denim
418:stub
360:stub
307:stub
64:and
28:and
16:The
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22:GWG
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Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.