Levi’s® Welcomes Diljit Dosanjh as Global Ambassador

Levi’s® is thrilled to announce the historic appointment of Diljit Dosanjh as its newest global brand ambassador. This collaboration marks a significant milestone as Diljit becomes the first Punjabi artist to join the Levi’s® creative community. Known for his unique blend of music, cinema, and style, Diljit's journey is a testament to the spirit of self-expression that Levi’s® has championed for generations.

A Fusion of Music and Fashion

Following his record-breaking Dil-Luminati Tour and memorable Coachella debut, Diljit's partnership with Levi’s® 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, embodying the true emotion of #LiveInLevis.

Empowering Self-Expression

Amisha Jain, Managing Director and SVP, South Asia, Middle East, Africa, and Non-EU at Levi Strauss & Co., shares, “Diljit Dosanjh perfectly embodies the progressive spirit of Levi’s®. His journey aligns with our brand’s mission of empowering self-expression through music, fashion, and culture. Together, we are set to create something truly iconic.”

Reimagining Culture, Style, and Music

This partnership highlights 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 shares his admiration for Levi’s®, appreciating how the brand effortlessly combines its rich heritage with contemporary style. “Partnering with Levi’s® feels like the perfect fit,” he said.