LEVI RECLAIMS GWG BRAND
By Adnews Staff
Levi Strauss & Co. (Canada) Inc. of Richmond Hill, ON will resume responsibility for the Great Western Garment brand on July 1. The maker of jeans and casual wear will take over the manufacturing, marketing and sales of the brand, which are currently handled by Jack Spratt Mfg. Inc. of Montreal. In 1998 Levi's licensed the brand to Jack Spratt to focus on its Levi's and Dockers lines. The present reclamation of the product line is intended to round out Levi's brand and pricing portfolio, the company said. Advertising for GWG will be handled by FCB Toronto, which also handles the Levi's and Dockers brands.
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