MUMBAI: If there’s one thing that stands the test of time, it’s denim. And if there’s one artist redefining music, style, and cinema—it’s Diljit Dosanjh. Now, these two icons unite as Levi’s® proudly welcomes Diljit as its newest global brand ambassador, making history as the first Punjabi artist to join the brand’s star-studded creative family.

Fresh from his record-breaking ‘Dil-Luminati Tour’ and a groundbreaking Coachella debut, Diljit steps into this partnership with the same effortless cool he brings to his music and fashion. This collaboration isn’t just about style—it’s about legacy. Like Levi’s®, which has been a symbol of self-expression for over 170 years, Diljit has transcended borders, blending Punjabi beats with international appeal. The result? A partnership as timeless as a pair of classic 501 jeans.

For Diljit, this collaboration is about more than just fashion. “I’ve always admired Levi’s® for the way it blends heritage with modern style,” says the superstar. “Denim is more than just clothing to me—it’s a statement. Partnering with Levi’s® feels like the perfect fit.”

Levi Strauss & Co. MD & SVP, south Asia, middle east, Africa, and non-EU, Amisha Jain echoes this sentiment, “Diljit Dosanjh perfectly embodies the progressive spirit of Levi’s®. His phenomenal journey aligns with our brand’s spirit of empowering self-expression through music, fashion, and culture. Together, we’re set to create something truly iconic.”

This partnership highlights Levi’s® expanding menswear range, featuring trend-forward new loose and relaxed fits—a natural extension of Diljit’s signature style. Following the massive success of his ‘Dil-Luminati Tour’ merchandise, this collaboration seamlessly merges music, fashion, and cultural impact.

As Levi’s® continues redefining what it means to #LiveInLevis, and Diljit continues shattering records, this is only the beginning. Two global icons, one cultural movement—denim has never looked this good.