Levi’s has tapped global sensation Diljit Dosanjh as its newest brand ambassador, marking a historic milestone as the first Punjabi artist to join the iconic denim brand’s roster of creative trailblazers. Announced on March 5, 2025, in Mumbai, this partnership unites Levi’s timeless appeal with Diljit’s boundary-breaking career in music, film, and fashion.

Fresh off his record-smashing Dil-Luminati Tour and a groundbreaking Coachella performance, Diljit brings his unique flair to Levi’s. Known for hits like G.O.A.T. and Lover, the artist’s journey from Punjabi cinema to the Billboard Social 50 mirrors Levi’s 170-year legacy of bold, enduring style. His role as an ambassador celebrates self-expression, blending his cross-cultural influence with the brand’s classic denim ethos.

“Levi’s has always stood for heritage and modern cool,” Diljit said. “Denim’s a statement for me, and this partnership feels just right.” Amisha Jain, Managing Director and SVP at Levi Strauss & Co. for South Asia, Middle East, Africa, and Non-EU regions, echoed this sentiment: “Diljit embodies Levi’s progressive spirit. His journey aligns with our mission to empower individuality through fashion and culture.”

The collaboration spotlights Levi’s expanding menswear line, featuring New Loose and Relaxed fits that reflect Diljit’s effortless style. Building on the success of his tour merchandise, this pairing promises to fuse music and fashion in fresh, iconic ways.