Levi’s has warned that a wave of “anti-Americanism” unleashed by Donald Trump’s trade war risks damaging sales in Britain.

The Californian denim brand said in its latest UK accounts that the president’s tariffs could lead to shoppers steering clear of US products in favour of more “national or European” alternatives.

It is the latest sign of the fallout from Mr Trump’s trade war, which has led to US companies facing calls for boycotts in countries targeted by aggressive tariffs.

In Canada, which has been hit with tariffs of 35pc, protests against American goods were recently blamed for a 62pc drop in sales of Jack Daniel’s after large retailers removed the Tennessee whiskey from their shelves.

A poll in France earlier this year also found that more than half of the country’s consumers were in favour of boycotting American brands.

Founded in San Francisco in 1853 by its Bavarian-born namesake, Levi Strauss is one of America’s most recognisable retailers and has been repeatedly ranked as one of America’s “most patriotic” brands, alongside the likes of Harley Davidson, Coca-Cola and Walmart.

Growing to prominence as a staple of the working classes throughout the American West in the early 20th century, its jeans have long been associated with classic US style.

They went on to be adopted by many of the youth subcultures that developed in the second half of the century, including the hippie, punk and mod movements.

Owing to its symbolic association with American culture, Levi Strauss has previously fallen victim to global trade tensions.

In 2018, during Mr Trump’s first term as president, the European Union imposed tariffs on Levi’s jeans and other US exports amid a row over levies on steel and aluminium.

The warning from Levi’s comes after a recent row over an American Eagle advert featuring Hollywood actress Sydney Sweeney, which contained the tag line “Sydney Sweeney has great jeans”.

Some users on social media argued that this promoted far-Right eugenics, although American Eagle dismissed the claims.

Mr Trump also defended the ad, posting on his Truth Social website: “Sydney Sweeney, a registered Republican, has the HOTTEST ad out there… Go get ‘em Sydney!”

As for Levi’s latest accounts in the UK for the year to November 2024, the retailer also claimed that it was having to grapple with higher labour costs caused by Rachel Reeves’s National Insurance tax raid.

It said this was coinciding with a shortage of retail staff, “as inflexible working hours in retail compete with the work from home environment of corporate jobs”.

Sales of the company’s garments in Britain rose from £89m to £97m over the year, while pre-tax profits rose from £7.8m to £9.6m.

Levi’s was contacted for comment.

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