Jonathan Cheung

For most of its 166-year history, Levi’s was known solely for its jeans. But in the last few years it’s built T-shirts and tops into a $1 billion business.

The denim brand enlisted influencers from G-Dragon to Karlie Kloss to personalise trucker jackets as part of its efforts to grow beyond jeans — and tap today’s digitally driven youth culture.

How did the 17 brands that worked with Vetements for its Spring/Summer 2017 runway show benefit from the collaboration?

Attacked from all sides by a surge of competitors, how is the 161-year-old pioneer of blue jeans reasserting itself?