How to restore my NEW iphone 4s that has not been previously synced to iTunes?

I entered a password only a few minutes ago and now i have forgotten it! ITunes now won't recognise something is plugged in to the computer (it recognises other devices) and I don't know what to do:/
Find my iphone is turned on and so are location services ( i'm not sure of the name of that one)

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There are two ways you can do this. You can do it from be going into Settings > General > Reset > Erase All Content and Settings.

Another way is to plug your iPhone into your computer, open iTunes, make sure your iPhone trusts your computer, (a thing should pop up on your computer. If it doesn't though, it may not be important) and then click restore to factory settings.