G-Star RAW has unveiled its latest global ‘Hardcore Denim’ campaign with the multi-Grammy winning American rapper, Snoop Dogg, as its face.
The campaign is anchored by a custom-made version of the soundtrack single ‘Say it Witcha Booty’, which first dropped in April as part of his 18th studio album, ‘Tha Streets 2 Tha Suites‘.
A living legend, and a globally recognised innovator who is not only iconic but super accessible, just like denim, Snoop Dogg needs no introduction. In the same breath, the campaign merges the Dutch streetwear’s ‘hardcore denim’ philosophy with his signature blend of humour, sickest style, and backside appreciation.
Explaining G-Star RAW’s long tradition of working with “true originals” like Snoop Dogg, Gwenda Van Vliet, CMO, G-Star RAW said: “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 is bringing that philosophy to life, and is a tongue-in-cheek tribute to all denim booties.”
The collaboration is brought to life by a video that is creatively celebrating denim booties, featuring both men and women, beautiful islands, hot air balloons and yes … even dogs.
Equally excited, Snoop Dogg had this to say: “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. You know what I’m saying? We look ahead.”
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