Dutch denim brand G-Star RAW has announced Snoop Dogg as brand ambassador for its 'Hardcore Denim' campaign, which 'merges G-Star's Hardcore Denim philosophy with Snoop's signature blend of humour, style and backside appreciation'.
The rapper appears in a series of photos for the brand — sporting their latest collection, natch — and also recorded a custom version of his track, “Say It Witcha Booty.”
The tongue-in-cheek campaign helps to launch G-Star’s new “hardcore denim” collection of jeans, apparel and accessories, with the collaboration brought to life by a video that is celebrates “denim booties” in all forms, featuring men, women, islands, hot air balloons and yes…even dogs.
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The music icon created a custom-made version of his The Addams Family soundtrack single Say It Witcha Booty for the campaign, and commented, "I'm teaming up with G-Star, because we are both pushing the field, staying ahead, cutting the edge. We are both masters of our craft – leading the game."
G-Star RAW says Snoop was the perfect partner to collaborate with, with the brand’s CMO Gwenda Van Vliet calling him a “true original.” Van Vliet says the brand wanted to work with Snoop as he “is always staying ahead, reinventing himself and he dares to cross genres. Bringing different worlds together is something that is true to us, and to Snoop.”
G-Star first approached Snoop for the campaign six months ago, with Covid restrictions forcing the Amsterdam-based brand to shoot much of the content remotely.
While Snoop Dogg didn’t work directly in designing the collection, G-Star says his paw prints were all over the final designs and campaign. “We have been drawing inspiration from Snoop’s unique sense of style and the G-Star archives, fusing craftsmanship and street level edge,” Van Vliet explains, highlighting pieces that merge the stark utilitarianism of G-Star’s European roots, with the individualism and free-spirited aesthetic of California culture.