Diljit Dosanjh joins Levi’s® as global ambassador – A historic first for Punjabi artists!

Levi’s® is excited to welcome global icon Diljit Dosanjh as its newest brand ambassador, making history as the first Punjabi artist to join the brand’s creative community. Known for his unique blend of music, cinema, and style, Diljit’s journey reflects the spirit of self-expression that Levi’s has championed for generations. Fresh off his record-breaking Dil-Luminati Tour and memorable Coachella debut, this partnership brings together two cultural icons—both timeless, authentic, and effortlessly original. From hit songs like G.O.A.T to Lover, and now embracing a new chapter with Levi’s, Diljit continues to inspire, the true emotion of #LiveInLevis.

Drawing inspiration from Diljit’s unique ability to connect across borders and genres, this collaboration highlights the Levi’s® 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.
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®. His journey perfectly aligns with our brand’s spirit of empowering self-expression through music, fashion, and culture. Together, we are set to create something truly iconic.”
This partnership showcases Levi’s® 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.
Diljit Dosanjh shares his admiration for Levi’s®, appreciating how the brand effortlessly combines its rich heritage with contemporary style. Reflecting on his collaboration, he describes partnering with Levi's as the perfect fit, a natural alignment of his personal style and the brand’s timeless appeal. "I have always admired Levi’s® for the way it blends heritage with modern style," he said. "Denim is more than just clothing to me—it is a statement. Partnering with Levi’s® feels like the perfect fit."
This partnership is set to be the beginning of a journey to reimagine culture, style, and music together.
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