US jeans giant Levi Strauss & Co's first new brand for six years - a new discount clothing line that will be sold through value-priced stores - hit shop shelves in the United States on Tuesday.

The Signature brand, which does not boast the distinctive back pocket stitching or red tab of Levi's other brands, went on sale in Wal-Mart stores nationwide today priced at around $25.

The new brand, which the California-based firm hopes will revive flagging sales and profits, includes a collection of denim and non-denim pants, skirts and jackets along with cotton shirts for men, women and children.

"With Levi Strauss Signature products mass channel consumers now have access to high-quality, affordable jeanswear from a company and name they trust," said Mary Kwan, vice president, the Levi Strauss Signature brand.

"We are especially excited to introduce this new brand while we celebrate our rich, 150-year history."

She added the label is designed for 160 million consumers who shop in the mass channel in the US, a market that accounts for almost a third of all US jeans sales.

"Levi Strauss Signature delivers on what our customers expect from Wal-Mart apparel - quality, value and fashion," said Lois Mikita, senior vice president and general merchandise manager, Wal-Mart Stores.

"We are excited to be the first retailer to introduce this brand to consumers."

Levi Strauss said earlier this year it plans to launch the brand in Europe next spring and was in talks with several unidentified discount retailers in the UK, Germany and France.