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It's all in the jeans

People turn to brands they trust in times of crisis, says Nuholt Huisamen, managing director at Levi's, which explains why the label is always ahead.

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"The store is still needed, because people like to try things on. The website is like a showroom, where customers can see what they want." - Nuholt Huisamen

ON HIS previous business trips to Singapore, Nuholt Huisamen, then managing director for Levi Strauss & Co's African, Middle Eastern and Pakistan markets, was often struck by the high number of outer wear such as denim jackets that were sold at local Levi's outlets.

He finally...

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