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Levi’s is expanding its community of creative talent.
The heritage denim brand named singer, actor and television presenter Diljit Dosanjh its newest ambassador. Dosanjh is the first Punjabi artist to join the Levi’s ambassador community.
“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,” said Amisha Jain, managing director and SVP, South Asia, Middle East, Africa, and Non-EU at Levi Strauss & Co.
Levi’s nabs Dosanjh hot on the heels of his 2024 Coachella debut and his record-breaking Dil-Luminati Tour, India’s fastest-selling and highest-grossing concert tour in history. According to Live Nation, it was the biggest North American tour from a Punjabi music artist with a reported 215,000 attendees and a gross of more than $27 million.
The partnership showcases Levi’s expanding men’ range, including new Loose and Relaxed fits.
“I’ve always admired Levi’s for the way it blends heritage with modern style,” Diljit Dosanjh stated. “Denim is more than just clothing to me—it’s a statement. Partnering with Levi’s feels like the perfect fit.”
Levi’s opened its largest owned-and-operated store in India last year. The 9,150 square foot store is in New Delhi’s Pacific Mall, which attracts approximately 1 million visitors each month. The brand previously partnered with Indian actress Deepika Padukone for a Spring 2023 campaign.
