Clothing company Levi Strauss will today tell the European Court of Justice that its jeans should not be sold in supermarkets because sales staff need special training to explain the different styles to customers.

"Customers need advice on what's on offer and the difference between loose and baggy, straight and slim," said Mr Mark Elliott at Levi.

The company is bringing the case against Tesco, the UK retailer, which imported Levis from outside the European Union to sell them at knock-down prices.