Levi's has warned that rising anti-American sentiment, fuelled by Donald Trump's tariffs and governmental policies, could hit its sales in the UK. The warning, issued in the company's UK accounts, raises the question of whether fashion could become the latest sector affected by a backlash against the US.
Retail experts are divided on the risk. Achim Berg, founder of FashionSights, said he was surprised by Levi's warning, arguing that the brand is not directly associated with the US government like Tesla or Amazon. However, Catherine Shuttleworth, chief executive of Savvy Marketing, believes there is a genuine risk, noting that consumers are 'thinking twice' about buying all-American products and that brands may need to adjust their marketing.
Any sign of anti-Americanism would be a headache for the fashion industry, which benefits from the popularity of Americana and preppy looks. Labels such as Hollister, Ralph Lauren and Brandy Melville remain popular, with Abercrombie & Fitch posting a 12% profit rise in its Europe, Middle East and Africa division in 2024. Searches for Polo Ralph Lauren on Depop increased 27% between July and August.
Experts suggest that overt patriotism is unlikely to export well. Shuttleworth advised Levi's to avoid leaning into stars-and-stripes imagery and to use less American influencers. Emma Davidson of Dazed Digital noted that even Beyoncé's use of stars and stripes in her Cowboy Carter tour felt 'out of step' with global sentiment. However, appealing to US customers remains crucial, as domestic markets often dwarf international sales.
