Levi’s has tapped Indian singer and actor Diljit Dosanjh as its latest global brand ambassador, making him the first Punjabi artist to represent the iconic denim label. The announcement was made by Amisha Jain, Managing Director of Levi Strauss & Co. for South Asia, the Middle East, and Africa, in a social media post.
“We’re beyond excited to welcome Diljit Dosanjh as the newest face of Levi’s,” Jain wrote. “This partnership is a testament to our commitment to staying deeply connected with culture and collaborating with global icons who redefine boundaries.”
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Known for his unique blend of music, style, and charisma, Dosanjh is set to bring his signature energy to the brand, highlighting Levi’s evolving menswear collection. The campaign will showcase the brand’s latest range of relaxed and loose-fit denim, aligning perfectly with Dosanjh’s effortless fashion sensibilities.
This collaboration follows Levi’s earlier partnership with Bollywood star Deepika Padukone, who became the brand’s first female ambassador in India in 2021.
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Levi Strauss & Co., established in 1853, has built a legacy around its denim craftsmanship and timeless appeal. With a diverse portfolio that includes Levi’s, Dockers, Signature, Denizen, and Beyond Yoga, the brand has a presence in over 110 countries through a vast network of retail stores, department chains, e-commerce platforms, and nearly 3,200 brand-specific stores and shop-in-shops worldwide.
In India, Levi’s has been a household name since 1994 when it set up a wholly owned subsidiary, Levi’s Strauss India Ltd. Today, it operates more than 400 stores across the country, cementing its position as one of the most recognized denim brands in the region.
