The American jeans that never were are the subject of this week's Monday matchbook.
Amco, ubiquitous denim wear of the 1970s had (according to the only real reference I could find - the corporate web site), its origins as an Australian brand of the late 1950s.
And, in this country at least, gave big brand names like Wrangler and Levis a run for their money.
But alas denim took a nosedive, along with a lot of Australian manufacturing industries, in the early 1980s and the Amco label disappeared.
That is until two years ago when the label's owners realised that there was a whole market of young men who didn't want to pay $250 for a pair of jeans.
The homage to the home of denim jeans, the US, is obvious in this label from a 1970s book of matches and continues with the use of this contemporaneous brand found on a New Zealand retailer's web site (pictured right) and this intriguing unpopulated site - note the very obvious 'stars and stripes'.
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