Levi's has announced the appointment of Diljit Dosanjh as its global brand ambassador.

Dosanjh is the first Punjabi artist to join Levi's line-up of brand ambassador. 

As per the brand, it draws inspiration from Dosanjh's unique ability to connect across borders and genres, while highlighting the brand’s role as a canvas for self-expression. 

Amisha Jain, managing director and SVP, South Asia, Middle East, Africa, and Non-EU, Levi Strauss and Co., said, “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.”

Building on the success of the Dil-Luminati Tour merchandise, the partnership seamlessly blends music and fashion and is beginning of a shared journey to reimagine culture, style, and music together.