Legendary rapper, Snoop Dogg, and global denim brand, G-Star, have partnered up for the brand’s new ‘Hardcore Denim’ campaign.
True to Snoop Dogg’s style, which is all about constant re-invention and never limiting himself to being one thing, the campaign has a good mix of humour and practicality, pushing forward G-Star’s hardcore denim philosophy.
“Snoop Dogg is a true original; best in class, real and outspoken,” said Gwenda Van Vliet, G-Star’s Chief Marketing Officer, in a statement.
“He is continuously re-inventing himself and he merges worlds in unexpected ways. Our joint campaign is bringing that philosophy to life and is a tongue-in-cheek tribute to all denim booties.”
In an interview with streetwear fashion publication, HYPEBEAST, Snoop said that it was a pleasure for him to work with a global brand like G-Star and he revealed how he always stays on the cutting edge of creativity.
“First, by being myself. I’m not changing who I am for anything; that lets me do my thing,” he said.
“Second, by learning from others. Everyone’s got different talents and strengths, and you’re playing yourself if you think no one else can teach you game on what’s next. Don’t play yourself, it’s not about following today’s trends, create tomorrow’s.”
Let’s take a look at the custom-made version of the Say It Witcha Booty song/video that’s accompanying the campaign from Snoop’s latest album.