American denim giant Levi’s has onboarded Indian singer and actor Diljit Dosanjh as its latest global brand ambassador, making him the first Punjabi artist to represent the iconic label.
“We are thrilled to announce Diljit Dosanjh as the newest face of Levi’s®,” shared Amisha Jain, Managing Director of Levi Strauss & Co. for South Asia, Middle East, and Africa, in a LinkedIn post on Monday.
“This collaboration marks an exciting new chapter as we continue to stay at the center of culture, teaming up with global icons who inspire and break boundaries,” Jain added.
With this partnership, Levi’s aims to leverage Dosanjh’s cross-border popularity to drive the growth of its denim range.
The singer will endorse the brand’s menswear collection, featuring new loose and relaxed fits that align with his signature fashion sense.
Sharing his excitement, Dosanjh stated, “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 further emphasized, “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.”
Following the massive success of Dosanjh’s ‘Dil-Luminati Tour’ merchandise, Levi’s anticipates this collaboration will further boost global sales of its denim range.
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In 2021, Bollywood actress Deepika Padukone became Levi’s global brand ambassador, marking the first time a female celebrity represented the brand in India.
Founded in 1853, Levi Strauss & Co. is renowned for its Levi’s denim jeans. Its portfolio includes brands such as Dockers, Signature, Denizen, and Beyond Yoga.
Currently, Levi’s operates in more than 110 countries, distributing products through chain retailers, department stores, e-commerce platforms, and over 3,200 dedicated stores and shop-in-shops worldwide.
Levi’s entered the Indian market in 1994 by establishing a wholly owned subsidiary, Levi Strauss India Ltd. Today, it boasts over 400 store locations across the country, according to SaaS platform Agenty.
