Snoop Dogg has created a whole brand for himself including his responsibilities as Def Jam Recordings Executive Creative and Strategic Consultant, a father, a husband, MC, and spokesperson for many brands such as Corona and General Insurance…we are definitely not surprised about his critical sleep schedule. With his schedule consistently being full, most likely Snoop Dogg doesn’t get to everything he needs to do unless he does an all-nighter.
G-Star RAW x Snopp Dogg
Despite this, the renowned entrepreneur is adding a new responsibility to his ever-growing resume: brand ambassador for G-Star RAW, a denim company. On Tuesday (September 14), the Dutch company revealed its “Say It Witcha Booty” campaign, which featured the D-O-Double-G dressed in G-Star RAW attire.
Snoop additionally raps verses from the “Say It Witcha Booty” single with lines, “Fe Fi Fo Fum, I’m watching it go dumb/Hip’s wiggling, yeah I’m diggin’ it.”
G-Star RAW’s CMO Gwenda Van Vliet told Rolling Stone that Snoop Dogg was a “genuine original,” making him the ideal candidate for the campaign. Van Vliet was eager to collaborate with the multi-platinum artist because he admired his work. They stated 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 features denim inspired by the rapper
G-Star RAW requested Snoop six months ago for the campaign, but because to COVID-19 constraints, the Amsterdam-based company was obliged to shoot majority of the video remotely.
“It’s honestly amazing what we have pulled off with both teams in such a short time,” Van Vliet added. “We have been drawing inspiration from Snoop’s unique sense of style and the G-Star archives, fusing craftsmanship and street level edge.”
Snoop was also given a one-of-a-kind appearance by the brand, which included a short-sleeved shirt inspired by a 1990s NATO cold-weather aircrew uniform manufactured from fine Japanese denim. In the campaign, the shirt is worn with the brand’s Pilot 3D Slim jeans, which are an original design inspired by vintage army air force pants.
“We have been pushing our brand message, around the perfect denim fit for a while – and the match with this track is a match made in heaven,” Van Vliet says. “Snoop was very much involved in the creative and outspoken about what he likes and what he doesn’t.”
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