Levi’s® has officially welcomed global music and film icon Diljit Dosanjh as its newest brand ambassador, marking a historic first as the brand’s first Punjabi artist to join its roster of cultural pioneers. This collaboration comes at a high point in Dosanjh’s career, fresh off his record-breaking Dil-Luminati Tour and a groundbreaking debut at Coachella.
The partnership is a testament to Levi’s® commitment to self-expression, a value Dosanjh has embodied throughout his journey in music, cinema, and fashion. From his early days in Punjabi cinema to becoming an international sensation, Dosanjh’s fearless approach to artistry mirrors the legacy of Levi’s®—denim that has transcended generations and styles for over 170 years.
“I’ve always admired Levi’s® for the way it blends heritage with modern style. Denim is more than just clothing to me—it’s a statement. Partnering with Levi’s® feels like the perfect fit,” said Dosanjh.
Amisha Jain, Managing Director and SVP, South Asia, Middle East, Africa, and Non-EU at Levi Strauss & Co., emphasised the synergy between the brand and its new ambassador. “Diljit Dosanjh perfectly embodies the progressive spirit of Levi’s®. His phenomenal journey aligns with our brand’s mission of empowering self-expression through music, fashion, and culture. Together, we’re set to create something truly iconic,” she said.
The collaboration also highlights Levi’s® expanding menswear portfolio, with a focus on contemporary fits such as the New Loose and Relaxed silhouettes. Building on the success of Dosanjh’s Dil-Luminati Tour merchandise, this partnership seamlessly blends the worlds of music and fashion.
With this landmark collaboration, Levi’s® and Diljit Dosanjh aim to push the boundaries of style, culture, and self-expression, setting the stage for an exciting new chapter in the brand’s legacy.
