1970s
1970:
The Great Western Garment Co. changed its name to GWG Limited, and its slogan became "Anything Goes."
In an attempt to appeal to a younger market, GWG introduced the George W. Groovy line. The Brantford, Ontario plant changed its name to GWG Eastern Limited.
GWG introduced colour-coded care symbols.
Anne Ozipko became president of Local 120, UGWA.
1971:
Russell Gormley, vice-president of GWG since 1966, became president.
GWG introduced a new logo featuring stylized letters in a broken circle.
1972:
GWG became a wholly-owned subsidiary of Levi Strauss & Co. while continuing to retain its Canadian directorship with Russell Gormley as president.
Levi Strauss built a 45,00 sq. ft. plant in Cornwall, Ontario to manufacture Levi's jeans.
"Scrubbies" pre-washed jeans were invented; GWG produced two million pairs of Scrubbies a year, making it the most successful brand in GWG's history.
GWG ran the first national television campaign for jeans.
GWG constructed a 27,500 sq. ft. plant on Elgin Road in Brantford and hired another 150 workers.
GWG opened a 55,500 sq. ft., $687,000 plant in Saskatoon in November 1972.
1973:
GWG ran a 60-second TV commercial with the theme "clothes that say I'm me," aimed at the 12 to 34-year-old market.
GWG opened a cutting centre and a two-storey, 106,000 sq. ft. warehouse at 4040 - 98 Street in the Strathcona Industrial Park.
New federal government labelling laws came into effect requiring GWG to print care instructions on its garments.
1974:
GWG's engineers determined how each operation should be completed.
The Ontario Development Corporation provided a grant to expand the GWG plant in Brantford, resulting in controversy as the US government was accused of undercutting Canadian manufacturers. The Canadian government claimed that it was unaware that GWG was a subsidiary of American-owned LS&CO.
Denim shortage following a fire at the factory in Quebec impacted production and caused layoffs at the plant.
1975:
Employees strike over contract negotiations at the Brantford plant.
1977:
GWG Limited and GWG (Eastern) Limited amalgamated under GWG Limited.
GWG was fined $21,000 after pleading guilty to two charges of price fixing under the Combines Investigation Act.
Erwin Mertens became president of GWG.
1978:
Shortage of indigo-dyed denim following a fire at the supplier's factory.
The Community Involvement Team (CIT) program was introduced as a means of raising funds for community projects.
1979:
GWG employed about 1,100 people in Edmonton and 2,500 in total throughout Canada.
Levi's was fined $150,000 for price-fixing, refusing to supply retailers who sold products at a discount.
GWG maintained its connection to rodeo, as a sponsor of the Canadian Finals Rodeo.
