Remember Anything Goes and They wear longer, because theyre made stronger? Wayne Gretzkys declaration, I grew up in GWGs? GWGs have been a cultural icon in Canada since the companys founding in 1911. Here is the complete, lushly illustrated history of the Great Western Garment Company, whose products were staples for some generations and defined cool for others (as detailed in this recent National Post gallery). 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 aided immigrant women to 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. The GWG brand remains a part of pop culture, firmly fixed in the Canadian psyche.