Mumbai: The Levi’s® brand has announced the addition of global music and fashion icon Diljit Dosanjh as its newest ambassador. Known for reshaping music, cinema, and style, Diljit becomes the first Punjabi artist to join Levi’s® renowned community of creative trailblazers.
Following the success of his record-breaking Dil-Luminati Tour and history-making debut at Coachella, this collaboration merges the timeless style of Levi’s® with Diljit’s innovative, boundary-pushing journey. From his chart-topping hits in Punjabi cinema to making waves on the Billboard Social 50, Diljit’s bold and distinct approach to both his music and fashion aligns seamlessly with the Levi’s® spirit. Together, the two icons are set to redefine culture.
“I’ve always admired Levi’s® for the way it blends heritage with modern style,” says Diljit Dosanjh. “Denim is more than just clothing to me—it’s a statement. Partnering with Levi’s® feels like the perfect fit.”
Drawing inspiration from Diljit’s ability to connect across cultures and genres, the partnership emphasizes Levi’s® role as a canvas for self-expression. This collaboration also celebrates the versatility and timelessness of denim, with the Levi’s® range offering on-trend, loose, and relaxed fits that reflect Diljit’s innate sense of style.
Amisha Jain, Managing Director and SVP of South Asia, Middle East, Africa, and Non-EU at Levi Strauss & Co., shared, “Diljit Dosanjh perfectly embodies the progressive spirit of Levi’s®. His phenomenal journey aligns with our brand’s ethos of empowering self-expression through music, fashion, and culture. Together, we’re set to create something truly iconic.”
The partnership also highlights the expanding Levi’s® menswear range, including the New Loose and Relaxed fits, designed to meet the needs of today’s style-conscious consumer. Drawing from the success of Diljit’s merchandise from his Dil-Luminati Tour, the collaboration will fuse fashion with music in a way that speaks to fans worldwide.
