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On May 22, 2002, Levi Strauss & Co. (Canada) Inc. announced it would resume responsibility for the manufacture, marketing and sales of GWG brand jeans. For the past four years the brand has been manufactured and marketed under license by Jack Spratt Mfg. Inc. of Montreal.
The brand was originally licensed to Spratt so that Levi Strauss could spend more time on its two largest brands: Levi's and Dockers. Given the financial situation facing the company in recent years, strategic direction has changed. The company now wants to round out its brand and pricing portfolio by taking back the GWG line.
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