Snoop Dogg has unveiled a new partnership with G-Star, working with the Amsterdam-based denim brand for its latest “Hardcore Denim” campaign. The campaign focuses on Snoop’s song “Say It Witcha Booty,” which arrived as part of his recent From Tha Streets 2 Tha Suites album. The message of the customized song is shared with G-Star, as the label encourages people to find their perfect denim fit.
Speaking about the collaboration, G-Star RAW Chief Marketing Officer Gwenda van Vliet described Snoop as a “true original,” going on to add that he is “best in class, real and outspoken. He is continuously reinventing himself and he merges worlds in unexpected ways.” The “Say It Witcha Booty” campaign continues to do that, and it’s Snoop’s role as a true original that makes him a perfect fit for G-Star.
Snoop’s project with G-Star is the latest evolution of an illustrious career that has already spanned 18 studio albums as well as countless collaborations, mixtapes, singles and tours, and experimentation with other genres. Throughout all of this, whether it’s his studio work or brand collaborations, creativity has been key for the hip-hop legend.