An Interpretation

GWG Innovations and Brands
by Catherine C. Cole

From the very beginning GWG developed a distinct and recognizable identity. In April 1911, in the first months of operation, Great Western Garment registered the initials GWG, with the W growing into a pair of wings with the Canadian Patents Office. The GWG monogram on a red dot appears in ads from 1918, was registered in 1929, and used until the mid-1950s.

GWG clothing was initially designed and constructed to meet the requirements of settlers, miners and working-men in Western Canada. This goal was reflected in the firm's slogan "They wear longer because they're made stronger." GWG advertised that it used better quality fabrics and construction techniques, and provided a money back guarantee against defects.

The company introduced a number of innovations over the years. For example, in 1927, GWG was the first to introduce pre-shrunk white-backed denim, referred to as Snoback. GWG registered its "Stop-loss" pockets in 1930; a combination side-opening hip pocket and top-opening tooI-and-rule pocket, stop-loss pockets were designed to prevent men from losing their tools while working. "Locbar Suspender Slides" were registered in 1936 and appear in catalogues from the period. In 1937, GWG introduced black denim pants, referred to as "Sunday pants for the farmers" by a former employee. In 1954, GWG began using the plain brass buttons stamped "G.W.G. REG." GWG introduced a crease-resistant fabric called Nev R' Press in 1964 that was resin-treated at the mill, and pressed and cured at the plant after production.

Some of the brands for which GWG became known include Iron Man (from 1932), Husky (from 1936), Texas Ranger (from 1936), and Ranch Boss (c1940s-50s). Its best known brands were:

The diagonal contrasting strap which became GWG's signature was first used on the bib pocket of overalls and as the hammer strap across the pant leg in 1931. Apparently schoolyard bullies used to try to tear the straps off boys' pants; keeping your red straps meant you were able to fend for yourself.

Cowboy Kings

Cowboy King jackets and jeans were popular with cowboys and ranchers from 1929, but by the mid-fifties, GWG was producing Cowboy Kings for the entire family. GWG used celebrity cowboys like Bob Robinson, Gordon Earl and Stu Davis to promote the Cowboy Kings line. Cowboy King shirts were introduced in the early 1970s.

Scrubbies

The fashion for faded North American jeans in Europe, led to the introduction of prewashed jeans by GWG in 1972. Initially finishing was done off site by contractors but, in order to provide greater consistency and control costs, GWG opened a Finishing Centre in the late 1970s. The young Wayne Gretzky's first celebrity endorsement was for Scrubbies, in the "I grew up in GWG's campaign" in 1981.