Levi’s UK has articulated a significant business concern: that widespread discontent with US political policies under the Trump administration could translate into a tangible decline in sales for its iconic denim. The company has formally warned that “rising anti-Americanism” could prompt British shoppers to seek out alternatives.
This forward-looking caution was included in the company’s annual accounts, a document that otherwise painted a picture of robust health. The brand reported an 8.8% increase in sales to £96.8 million and a 23% surge in pre-tax profits. However, the company is clearly worried that this success could be fragile in the face of a politically motivated consumer shift.
The concern is not merely theoretical. The electric car manufacturer Tesla saw its UK sales more than halve in July, a stark warning of how quickly market sentiment can turn. In Canada, consumer boycotts of American goods have become more organized, with some shoppers using apps to check the national origin of products before purchasing.
The root of this international friction is the Trump administration’s aggressive trade strategy, which has imposed widespread tariffs. The legality of these measures is now under intense scrutiny, with a recent federal appeals court ruling them mostly illegal, a decision that is likely to be appealed to the Supreme Court.