Another major Japanese retailer has upped the ante in the country's jeans war, with Seiyu Ltd today (1 October) launching jeans for women and men priced at just JPY850 (US$9.44) a pair.

The company said it would be relying on the supply network of parent Wal-Mart Stores Inc, and lowering costs through mass production at a plant in Bangladesh to bring the super cheap jeans to market.

Seiyu began selling jeans for JPY1,470 in February, but Aeon Co responded JPY880 jeans under its Topvalu own-brand in August.

Fast Retailing Co, meanwhile, is selling JPY990 jeans under its g.u. brand.