Levi Strauss’s UK division has officially flagged “rising anti-Americanism” as a significant business risk, suggesting that political fallout from the Trump administration could sour British consumers on its iconic denim. The concern was formally noted in the company’s latest accounts filed with Companies House, highlighting a potential shift in shopper sentiment.
Despite this forward-looking caution, the brand has been performing strongly. The filings revealed an impressive 8.8% rise in UK sales to £96.8 million and a 23% jump in pre-tax profits to £9.6 million. Levi’s acknowledged that its brand had “retained its attractiveness” even within a challenging retail environment marked by declining high-street footfall.
However, the company fears this loyalty could be tested. The official report outlines a risk that changing attitudes towards US brands might foster an “increasing willingness” among consumers to opt for “national or European” alternatives. This political concern was listed alongside more conventional retail challenges, such as competition from store-brand products and the pressures facing department store partners.
This apprehension is not isolated. The electric car manufacturer Tesla has seen its UK sales more than halve in July, shrinking its market share significantly. Similarly, in Canada, consumer-led protests against US goods have reportedly hit sales of brands like Jack Daniel’s whiskey, with shoppers actively seeking to identify and avoid American products.