Dutch denim brand G-Star RAW announces today its latest worldwide ‘Hardcore Denim’ campaign with the doggfather of the hip-hop industry, the iconic Snoop Dogg. Helmed by a custom-made version of the soundtrack single ‘Say it Witcha Booty’, by the multi-platinum artist, Snoop Dogg is back like he never left.

Snoop needs no introduction – he’s a living legend and a globally recognised innovator, simultaneously iconic and super accessible, just like denim.

G-Star RAW has a long tradition of working with ‘true originals’ like Snoop, authentic and exceptional people who are one-of-a-kind and true masters of their craft.

This Snoop Dogg X G-Star RAW campaign merges G-Star’s Hardcore Denim philosophy with Snoop’s signature blend of humour, sickest style, and backside appreciation.

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.

Gwenda Van Vliet, CMO, G-Star RAW stated, ‘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.’

‘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’ added Snoop Dogg.

The G-Star RAW ‘Say it Witcha Booty’ collaboration with Snoop Dogg premieres globally today so look out for it.