Asda plans to sell the budget Levi Strauss signature jeans brand from February, next year. The value clothing brand is coming to the UK after its success with Asda owners Wal-Mart in the US

Signature jeans are expected to sell for about GBP25 a pair compared to around GBP40 for Levi's mainstream Red Label jeans. The range will launch in around 80 Asda stores.

Levis Strauss has traditionally resisted discounting its products, and eventually won a long-running and hard fought legal battle with Tesco over the sale of cut-price Levi's sourced from the grey market. Signature was launched in response to increasing competition from discount brands and falling sales.