Trump’s Tariff on Lesotho Could Backfire on U.S. Consumers — Including Fans of Levi’s, Diamonds, & Even Trump’s Own Shirts

In a move that’s raising eyebrows both at home and abroad, former U.S. President Donald Trump recently slapped a staggering 50% tariff on imports from Lesotho — a small African kingdom he mockingly described as a country “nobody has ever heard of.” (Well he is about to get to know) The comment, made during his March 4, 2025, speech to Congress, triggered laughter from lawmakers but outrage abroad. What Trump may not have realized at the time is that Lesotho plays an unexpectedly key role in the American market — including his own branded merchandise; according to a post by CNN journalist Larry Madowo.

Lesotho is a major exporter of apparel to the U.S., supplying world-renowned brands like Levi’s and Wrangler, and even Trump-branded golf shirts. In fact, the country’s textile industry is the backbone of its economy, employing nearly 40,000 people. But it’s also a crucial link in the American fashion chain. With the new tariff in place, prices of these items could spike, hurting the very consumers Trump claims to protect.

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According to 2024 trade data, U.S.-Lesotho trade totaled $240.1 million, mostly in textiles and diamonds. Lesotho’s high-quality, conflict-free diamonds are also in demand on U.S. soil, contributing to the luxury jewelry industry. The 50% tariff — the highest Trump has imposed on any country — is poised to increase production costs, which brands will likely pass on to American buyers. So while Trump may have aimed to appear tough on foreign trade, the outcome could be more expensive jeans, golf shirts, and diamond rings for U.S. consumers.

The irony is unmistakable: Trump’s own merchandise may now cost more to produce, unless he finds a new supplier — likely outside the U.S., contradicting his own “America First” message. And while he criticized Lesotho for imposing a 99% tariff on U.S. goods, that figure reflects broader African trade policy frameworks, not a direct slap at the U.S. — and certainly not a reason to cripple a small country’s economy.

Beyond the economics, Trump’s dismissive remark — calling Lesotho a country “nobody has ever heard of” — has sparked diplomatic pushback. Lesotho’s foreign minister Lejone Mpotjoane called the comment “quite insulting,” reminding the world that the tiny kingdom has long been a stable trading partner of the United States.

But insults aside, it’s the American wallets that may feel the sting. If this tariff holds, prices of staple American wardrobe items could rise. Levi’s may have to shift manufacturing, diamond retailers may seek new suppliers at higher costs, and Trump-branded apparel could ironically become a victim of his own policy.

In trying to punish what he described as an insignificant nation, Trump may have underestimated Lesotho’s role in keeping American closets full — and affordable. As economists warn, this tariff might not just be diplomatically damaging — it might be economically self-defeating.