Levi`s appoints Diljit Dosanjh as global brand ambassador; becomes first Punjabi

Levi`s(r) has appointed global icon Diljit Dosanjh as its newest ambassador. Known for rewriting the rules of music, cinema, and style, Diljit joins the Levi`s(r) family as the first Punjabi artist as part of the brand`s ever-growing community of creative talent.

Hot on the heels of his record-breaking Dil-Luminati Tour and history-making Coachella debut, this partnership blends the timeless appeal of Levi`s(r) with Diljit`s trailblazing journey. From G.O.A.T. to Lover, and now an Icon set to #LiveInLevis, it`s a celebration of two icons redefining culture–together.

Drawing inspiration from Diljit`s unique ability to connect across borders and genres, this collaboration highlights the Levi`s(r) brand`s role as a canvas for self-expression. From his early hits in Punjabi cinema to charting on the Billboard Social 50, Diljit`s story is all about bold choices, just like the blue jeans that have stood the test of time for over 170 years.

“I`ve always admired Levi`s(r) for the way it blends heritage with modern style,” says Diljit Dosanjh. “Denim is more than just clothing to me–it`s a statement. Partnering with Levi`s(r) feels like the perfect fit.”

Amisha Jain, managing director and SVP, South Asia, Middle East, Africa, and Non-EU at Levi Strauss & Co., adds, “Diljit Dosanjh perfectly embodies the progressive spirit of Levi`s(r). His phenomenal journey perfectly aligns with our brand`s spirit of empowering self-expression through music, fashion, and culture. Together, we`re set to create something truly iconic.”

This partnership showcases Levi`s(r) expanding menswear range, including on-trend New Loose and Relaxed fits, while reflecting Diljit Dosanjh`s innate sense of style. Building on the success of the Dil-Luminati Tour merchandise, it seamlessly blends music and fashion.