By the numbers, Levi’s UK is a booming business. But behind the 23% profit increase is a growing geopolitical headache. The company has officially warned that “rising anti-Americanism” fueled by Trump-era policies could become a major problem, driving customers to other brands.
In its filing with Companies House, the firm highlighted the risk that British consumers might develop an “increasing willingness” to choose “national or European” products. This forward-looking caution adds a layer of complexity to its otherwise positive report of sales reaching £96.8 million.
The concern is not merely academic. Tesla, a high-profile American brand, saw its sales in the UK more than halve in July, a clear sign of market vulnerability. This trend of consumer activism is also visible in Canada, where shoppers are consciously avoiding US-made products.
The political backdrop is a trade landscape disrupted by the Trump administration’s tariffs. The legality of these tariffs is now in serious doubt following a federal appeals court decision that found them to be an overreach of executive power, setting the stage for a potential Supreme Court showdown.