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The new sourcing dilemma for American brands

28 Jul '25
3 min read
The new sourcing dilemma for American brands
The new sourcing dilemma for American brands

Insights

  • Record second quarter for Levi Strauss spurs optimism.
  • Denim leader raises its **** revenue expectations, despite new tariffs.
  • Diversification strategies see business with China greatly diminished.
  • With rising duties, brands face cost hikes, supply chain shifts, or passing prices onto consumers.
  • US apparel imports from China hit a **-year low in May 2025.

Levi Strauss—perhaps the most symbolically American of all brands with a rich ***-year heritage—perfectly illustrates the dilemma such brands now face.

The San Francisco-headquartered denim jeans manufacturer has just posted sales of $*,*** million for its financial quarter to June *, up nine per cent on the first quarter of **** and its **th consecutive quarter of growth.

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