Levi’s has roped in Diljit Dosanjh as its global ambassador, making him the first Punjabi artist to join the brand’s community of creative talent. This comes close on the heels of his succesful Dil-Luminati Tour and historic Coachella debut.

Amisha Jain, Managing Director and SVP, South Asia, Middle East, Africa, and Non-EU at Levi Strauss & Co. said, “Diljit Dosanjh perfectly embodies the progressive spirit of Levi’s. 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 will focus on showcasing Levi’s expanding menswear range, including on-trend New Loose and Relaxed fits. “Building on the success of the Dil-Luminati Tour merchandise, it seamlessly blends music and fashion,” the company added.

“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.

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