Levi’s is raising the alarm that anti-Trump sentiment could fundamentally restyle the UK wardrobe. The company has officially cautioned that a backlash against US policies could lead British shoppers to abandon American brands like its own in favor of European competitors.
This warning was a key part of the “risks and uncertainties” section in its latest financial report. It stands in stark contrast to the company’s current performance, which includes a 23% jump in pre-tax profits. The company is clearly concerned that brand loyalty is no longer a given in a politically charged environment.
There is mounting evidence to support this fear. Sales for the American electric vehicle company Tesla fell by more than 50% in the UK in July. In Canada, consumer boycotts of US goods have become more overt, affecting sales of everything from whiskey to groceries.
The political sentiment is a direct consequence of the trade friction created by the Trump administration’s widespread tariffs. The legal basis of these tariffs has been undermined by a federal appeals court ruling that found them to be mostly illegal, a case that is now likely heading to the Supreme Court.