Global music and film icon Diljit Dosanjh has been announced as the newest global brand ambassador for Levi’s, making history as the first Punjabi artist to represent the iconic denim label on a global scale.

Blending heritage with modern style, the collaboration reflects Levi’s commitment to self-expression, just as Diljit’s career has broken boundaries across music, cinema, and fashion. From chart-topping albums like G.O.A.T to redefining Punjabi cinema, Diljit embodies the fearless, authentic spirit that Levi’s has championed for over 170 years.

Speaking about the partnership, Diljit Dosanjh shared, “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., emphasized how Diljit’s influence aligns seamlessly with Levi’s values, “Diljit Dosanjh perfectly embodies the progressive spirit of Levi’s. His phenomenal journey aligns with our brand’s mission of empowering self-expression through music, fashion, and culture. Together, we’re set to create something truly iconic.”