From local to grobal, and back

This is a case study of Vlisco, a Dutch textile printing company since 1846 that produces batik cloth for the West African consumer market. We focus on the changing status of batik cloth in West Africa and related shifts in the relations of Vlisco with its consumers and local trade partners over a period of almost two centuries. We conclude that in the long run, globalisation does not necessarily result in the transformation of authentic and locally conceived products into empty mass products, and even if it does, in time the process can change direction.