Levi’s has warned that rising anti-American sentiment, fuelled by tariffs and policies under Donald Trump, could deter British shoppers from buying its denim products.
The company, which distributes Levi’s and Dockers in the UK, made the comments in its latest accounts, where it reported sales had risen 8.8% to US $ 126 million and pre-tax profits were up 23% to US $ 12.5 million. The company said the Levi’s brand had retained its appeal “despite a tense consumer climate and declining customer frequency in the retail sector.”
In the accounts filed at Companies House, Levi’s identified one of its key risks as a potential shift in sentiment towards American brands. The filing stated that consumers could show an “increasing willingness” to choose more national or European alternatives.
The company also highlighted risks from rising competition with retailer own-label products, as well as pressure on its department store stockists caused by “increased online competition and inflexible rents.” It noted that apparel brands were competing with “more basic needs” and that high inflation could directly affect the willingness and ability of consumers to spend on apparel and fashion products.
Levi’s UK arm, which employs just over 1,600 people, is among the first American brands to openly express concern about the effect of Trump-era trade policies on sales, according to reports first carried by the Daily Telegraph.
Tesla has also faced setbacks in the UK, with sales more than halving in July. Data from the country’s main industry body showed Tesla’s market share fell to 0.7% from 1.67% a year earlier.
In Canada, the fallout from anti-American sentiment has already hit brands like Jack Daniel’s whiskey, which several retailers have removed from shelves. Reports also suggest that Canadian shoppers have been turning US-made products upside down in stores to help others avoid them, while apps like Maple Scan have emerged to identify grocery goods linked to American companies.
Trump’s so-called “liberation day” tariffs have introduced a baseline 10% duty on nearly all US trading partners, with additional “reciprocal” tariffs imposed on countries accused of treating the US unfairly. Levi’s suggested that such policies could compound challenges for American brands operating overseas.
