Levi's(r) has appointed global icon Diljit Dosanjh as its newest ambassador. Known for rewriting the rules of music, cinema, and style, Diljit joins the Levi's(r) family as the first Punjabi artist as part of the brand's ever-growing community of creative talent.

Hot on the heels of his record-breaking Dil-Luminati Tour and history-making Coachella debut, this partnership blends the timeless appeal of Levi's(r) with Diljit's trailblazing journey. From G.O.A.T. to Lover, and now an Icon set to #LiveInLevis, it's a celebration of two icons redefining culture--together.