Global denim brand Levi’s has onboarded Indian music artist and actor Diljit Dosanjh as its new brand ambassador.

With this association, Levi’s aims to tap into the Punjabi artist’s cross-border influence and popularity to further fuel growth of its denim range.

Dosanjh will be seen endorsing the brand’s menswear range, including new loose and relaxed fits, reflecting the singer’s personal style.

Commenting on the association, Diljit Dosanjh in a statement said, “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, managing director South Asia at Levi Strauss & Co added, “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.”

Following the massive success of Dosanjh’s ‘Dil-Luminati Tour’ merchandise, Levi’s expects this collaboration to boost sales of its denim range across the globe.