The American roots of the Levi’s brand, long a source of cultural cachet, could become a liability in the UK, the company fears. A formal warning in its UK accounts suggests that “rising anti-Americanism” linked to Trump’s policies could damage its sales as consumers pivot to European alternatives.
This concern was voiced despite a year of strong financial results, with pre-tax profits up 23% to £9.6 million. The company’s proactive statement shows it is taking the potential for a politically motivated consumer backlash very seriously, even while its brand currently remains popular.
Levi’s is not alone in this anxiety. The electric vehicle giant Tesla saw its UK sales drop dramatically in July, a clear sign that American brands may be vulnerable. This vulnerability is being exploited by consumer movements in places like Canada, where shoppers are actively avoiding US-made products.
The political environment has been shaped by the Trump administration’s “liberation day” tariffs, which have been widely criticized by trading partners. These tariffs are now facing a legal challenge, with a federal court ruling them mostly illegal. The case is expected to be appealed, leading to a potential Supreme Court decision.