Levi’s says anti-Americanism linked to Trump policies could dent UK sales

Firm warns changing sentiment towards US brands could prompt shoppers to choose European products

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

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".