First Punjabi Artist to Join Levi’s® Creative Powerhouse Line-Up
The Levi’s® brand proudly announces its newest global ambassador, Diljit Dosanjh. As a trailblazer in music, cinema, and style, Diljit becomes the first Punjabi artist to join Levi’s® growing community of creative talent, further strengthening the brand’s legacy of cultural influence and self-expression.
Fresh off his record-breaking Dil-Luminati Tour and historic Coachella debut, this partnership unites Levi’s® timeless heritage with Diljit’s fearless approach to music and fashion. From G.O.A.T to Lover, and now a true icon living in Levi’s®, this collaboration is a celebration of two cultural forces coming together to redefine style.
A Canvas for Self-Expression
Diljit Dosanjh’s journey—spanning Punjabi cinema, Billboard charts, and global recognition—reflects bold choices and unshakable authenticity, much like Levi’s® jeans, which have stood the test of time for over 170 years. His ability to connect across borders and genres aligns perfectly with Levi’s® ethos of individuality and creativity.
Diljit Dosanjh shared his excitement about the collaboration:
“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.”
Amisha Jain, Managing Director & SVP, South Asia, Middle East, Africa, and Non-EU at Levi Strauss & Co., added:
“Diljit Dosanjh perfectly embodies the progressive spirit of Levi’s®. His phenomenal journey aligns with our brand’s vision of empowering self-expression through music, fashion, and culture. Together, we’re set to create something truly iconic.”
Blending Music & Fashion
This partnership highlights Levi’s® expanding menswear collection, featuring on-trend New Loose and Relaxed fits, while mirroring Diljit’s signature style. Building on the success of his Dil-Luminati Tour merchandise, the collaboration seamlessly integrates music and fashion, reflecting a new era of cultural influence.
This is just the beginning of a shared journey between Levi’s® and Diljit Dosanjh, set to redefine style, music, and self-expression.
About the Levi’s® Brand
The Levi’s® brand epitomizes classic American style and effortless cool. Since its invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most iconic garments worldwide, earning the loyalty of generations. Today, Levi’s® continues to evolve through its pioneering spirit and innovative designs, offering a diverse range of denim and accessories in over 110 countries. For more information, visit levi.in.
About Levi Strauss & Co.
Levi Strauss & Co. is a global leader in jeanswear and one of the world’s largest brand-name apparel companies. The company designs and markets jeans, casual wear, and accessories for men, women, and children under brands including Levi’s®, Dockers®, Signature by Levi Strauss & Co.™, Denizen®, and Beyond Yoga®. Levi Strauss & Co. operates in 110+ countries with approximately 3,400 brand-dedicated stores and shop-in-shops. The company reported $6.2 billion in net revenues in 2023. For more information, visit levistrauss.com or follow Levi Strauss & Co. Investor News.
