Highsnobiety
Double Tap to Zoom

Dutch denim brand G-Star RAW has announced that Snoop Dogg is the newest face of the brand. That’s right, it turns out that Doggy Style actually consists of high-quality raw denim. Announcing the new partnership is the label’s latest Hardcore Denim campaign which features the hip-hop icon and even boasts an exclusive remake of Snoop Dogg’s Say It Witcha Booty.

Why Snoop? Actually, there’s more to this partnership than Snoop Dogg being a recognizable and universally loved face, although that does help. Snoop Dogg is at once iconic and accessible, two qualities that define the G-Star RAW offering. The label has made a tradition of working with “true originals”: authentic, one-of-a-kind talents, and there’s no doubting that the multi-platinum Snoop fits that mold. “We are both masters of our craft – leading the game. You know what I’m saying? We look ahead,” says Snoop.

The campaign merges G-Star’s Hardcore Denim philosophy with D-O-Double-G’s signature blend of humor and style. One watch of the campaign video tells you all that you need to know. It celebrates men, women, islands, hot air balloons, and, of course, some booties in denim.

G-Star RAW CMO Gwenda Van Vliet says of the campaign: “Snoop Dogg is a true Original: best in class, real and outspoken. He is continuously re-inventing himself and he merges worlds in unexpected ways. Our joint campaign brings that philosophy to life, and is a tongue-in-cheek tribute to all denim booties.”

Be sure to watch the campaign below and shop the collection here.

Your Highsnobiety privacy settings have blocked this YouTube video.
We Recommend
  • Jordan's New Skate-Worthy Sneaker Is Off to a Beautiful Start
    • Sneakers
  • Ben Shelton Is the Tennis World’s Fiery, Fashionable New Star
    • Culture
  • Denim Can Defy Gravity: G-STAR Taps Olympic Gymnast for Fall
    • Style
    • sponsored
  • Snoop Dogg Is the Best-Smelling Celebrity at the Olympics
    • Beauty
  • New Balance Dad Shoes Became Literal Shinin' Stars
    • Sneakers
What To Read Next
  • WTAPS' New Balance Dad Shoe Is Wonderfully Minimalist
    • Sneakers
  • Junya Watanabe's Mega-Metal HOKA Mule Is So Punk
    • Sneakers
  • Studio Nicholson & the Power of Paraboot (EXCLUSIVE)
    • Sneakers
  • Designer Clothes as... Designer Bags?
    • Style
  • Dressed in Denim & Corduroy, Nike Dunks Dream of Being Pants
    • Sneakers
  • ROARINGWILD Creates the Drippiest PUMA Mostro Yet (Literally)
    • Sneakers