Levi's Says Anti-US Feeling Could Hit Sales of Its Clothing in Britain

Levi's has warned that "rising anti-Americanism as a consequence of the Trump tariffs and governmental policies" could drive British shoppers away from its denim.

- Sarah Butler

The company, which distributes Levi's and Dockers clothing brands, issued the warning in its UK accounts, where it reported sales had risen 8.8% to £96.8m and pre-tax profits were up 23% to £9.6m. It said the Levi's brand had "retained its attractiveness despite a tense consumer climate and declining customer frequency in the retail sector".

However, the accounts recently filed at Companies House listed one of its key risks and uncertainties as potentially changing sentiment towards US brands that could lead shoppers to develop "increasing willingness" to choose more "national or European" products.