Snoop Dogg Partners With G-Star RAW for ‘Hardcore Denim’ Campaign

G-Star RAW and Snoop Dogg have teamed up for a new campaign for the brand’s “Hardcore Denim” collection.

Set to a custom-made version of Snoop’s From Tha Streets 2 Tha Suites soundtrack cut “Say it Witcha Booty,” the campaign video showcases the rapper’s humor and style as he descends on an appropriately shaped island surrounded by denim-clad booties, hot air balloons, and of course, dogs.

“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,” Snoop said in a press release.

Gwenda Van Vliet, G-Star RAW’s CMO, called Snoop a “true original,” adding that he is the “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.”

Watch the “Hardcore Denim” collection campaign video up top.