A political storm is gathering over Levi’s UK, threatening to overshadow its strong sales performance. The company has formally warned that “rising anti-Americanism” linked to the Trump administration’s policies could have a detrimental effect on its business in Britain.
In its annual accounts, the denim giant detailed a key risk: that shoppers might develop a preference for “national or European” products. This statement reflects a growing corporate anxiety that a brand’s country of origin, once a marketing strength, can become a political liability.
This is not a hypothetical fear. The struggles of other US companies, like Tesla, which saw its UK sales plummet in July, provide a concrete example. In Canada, consumer movements to actively avoid American products have gained traction, affecting brands in various sectors.
The source of this international friction is the Trump administration’s “liberation day” tariffs, which have upended global trade norms. These policies now face a significant legal hurdle in the US, as a federal appeals court has declared them mostly unlawful, a ruling that is likely to be reviewed by the Supreme Court.