Apparel brand Levi’s has onboarded Punjabi singer Diljit Dosanjh as its global brand ambassador. He has joined the brand as the first Punjabi artist.
As per the brand, the collaboration highlights the brand’s role as a canvas for self-expression. From his early hits in Punjabi cinema to charting on the Billboard Social 50, Dosanjh’s story is all about bold choices, just like the blue jeans that have stood the test of time for over 170 years.
This partnership showcases Levi’s expanding menswear range, including on-trend new loose and relaxed fits, while reflecting Dosanjh’s innate sense of style. Building on the success of the Dil-Luminati Tour merchandise, it seamlessly blends music and fashion.
“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,” Dosanjh said.
Amisha Jain, Managing Director and 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 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.”
