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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.

"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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