Despite a successful year with sales up 8.8%, Levi’s UK is bracing for a potential ‘Made in USA’ boycott. The company has officially stated in its financial filings that anti-American sentiment, which it connects to Trump’s policies, could drive British shoppers to seek out non-American brands.
The warning was a standout feature in a report that otherwise painted a picture of strong financial health, with profits rising 23%. This suggests the company views political risk as a serious and looming threat that could undermine its current market success.
There is a growing body of evidence to support this concern. Sales for the US electric car firm Tesla crashed in the UK in July, demonstrating the potential for a swift consumer backlash. In Canada, some shoppers are actively using apps to identify and avoid products from US-owned companies.
The political situation has been inflamed by the Trump administration’s aggressive use of tariffs. The legality of these measures is now in question after a federal court ruled against them. The final decision on the president’s authority to set trade policy this way is likely to be made by the Supreme Court.