Interview: Levi’s new boss on taking the reins mid-pandemic


“I don’t know if you can see but I’ve got a denim butterfly in a frame behind me,” Levi’s vice-president for European retail Richard Hurren says excitedly, pointing to the background of the video call conducted from his living room.

True to his brand, Hurren bought the artwork from an installation Levi’s commissioned for the retailer’s London Regent Street store a few years ago. The sizeable piece has been reworked from multiple pairs of jeans into a butterfly shape.

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