Denim giant Levi Strauss & Co has named Paul Mason as its new European president.

Mason, a 20-year retail and consumer goods industry veteran, has held leadership roles with companies including Matalan Plc and Asda Wal-Mart in the United Kingdom.

In his new role, Mason will take responsibility for setting the strategic vision and leading the pan-European operations of the Levi's, Dockers and Levi Strauss Signature brands.

He will join Levi Strauss on February 23 and will be based at the company's European headquarters in Brussels.

"I'm thrilled to be part of a company with such a rich heritage and great brands," Mason said.

"I am especially looking forward to helping revitalise Levi's, the original jeans brand, in Europe.

"Levi's is one of the most renowned brand names in the world and there are tremendous opportunities for growth ahead."

Mason will take over from interim president John Anderson in the role.