akosgheriLevi’s says anti-Americanism linked to Trump policies could dent UK sales
PowderhornAlso, just to point this out, I’m not sure what style guide The Guardian is following here. Levi Strauss & Co. is not “Levi’s”. Just being generous with the error, as a company, they take a plural verb in British English. So in two words, there are two errors.
They're used pretty interchangeably, given the logo. The article you linked even uses "Levi's" in the same way at least a couple times.
Also, from a language perspective, it’s appropriate to call Levi Strauss just “Levi”, and he’s best known for his company’s product (jeans/denim). It’s just short for either his company or his jeans, depending on context.
Not much different than saying “Vans”, “Nike’s”, “Crocs”, “Uggs”, etc. when talking about shoes.
They are also known as “Levi’s”. It’s even on their logo.