When I reviewed Levi's a couple of years ago, I reported that despite a huge swell of interest in denim, Levi's - the fabric's global reference brand - didn't seem to have been invited to the party. A few months ago Levi's launched a 'craftworkers' ad campaign across London's Tube stations and poster sites.

At first glance it looked like the work of a value fashion brand such as Uniqlo, and lacked the individual handwriting that Levi's campaigns were once famous for, but at least it was an attempt to tie the brand back to its core values of craftsmanship, and an ownership of denim. But then I twigged that the 'craftworkers' were not Levi's employees but young London dudes, and this was a rather naff attempt to resurrect the brand's 'cool' credentials by clinging on to the coat-tails of a few hipsters.

This is the third time in five years that I've reviewed a Levi's Store - I keep going back because I'm so keen for this brand to get it right. Well, third time lucky it may be, but I'm pleased to report that, in my opinion at least, the brand is back - and hopefully for good. It just needs to stop faffing about with those silly 'craftworker' ads and start to tell the world why it's still the foremost denim brand out there.