It’s a dog’s life (g).
Snoop Dogg has taken his iconic name to the next level with a new brand venture: Snoop Doggie Doggs, a line of pet accessories.
“If my dogs aren’t fresh, I’m not fresh,” said the LA3C festival headliner. “These dogs and their clothing reflect ‘Tha Dogg’ itself, so they have to take on the role of a top dog, you understand?!”
Created in partnership with SMAC Entertainment and Little Earth Productions Inc., a manufacturer of licensed fashion accessories and apparel, Snoop Doggie Doggs draws inspiration from the cultural icon’s lifestyle and encourages pet owners to pamper their dogs ( and cats) and live life luxuriously.
“Snoop Dogg has been, without a doubt, the most fitting and amazing partner we could think of in the dog and pet space,” said Rob Brandegee, co-founder of Little Earth Productions, Inc.. “The personality and l Authenticity of Snoop are undeniably evident in our creative pet product offerings, and we couldn’t be more excited to share Snoop Doggie Doggs’ new brand with you ahead of the holidays – it’s the perfect gift for pet owners this season. Talk about a holiday gift.
The range of dog clothing, soft toys, bowls, leads and other accessories recall the rapper’s iconic looks from ‘Doggy WoggWorld’, with a variety of collections including ‘Off The Chain’, ‘Boss Lady’ and ‘Throw a Dogg a Bone.” The line also includes a deluxe doggy doobie toy.
But the “Young, Wild and Free” hitmaker is no stranger to the fashion world. Snoop’s previous collaborations include a football collection with Adidas, where he was named director of football development in 2015, before entering the denim game as the face of G-Star Raw in 2021. He once hosted a dinner with Vogue , celebrated with Levi’s at Coachella and helped Klarna spread the buy now, pay later gospel.
Pet accessories are undoubtedly always in style, although research from Fortune Business Insights shows that the pet apparel industry is likely to reach $7 billion by 2028. Gucci has capitalized on the trend during the summer with responsible materials making mohair hats, cotton t-shirts and accessories. Tommy Hilfiger has signed a licensing deal with Kanine Pets Worldwide Limited to debut a 2023 dog fashion collection. Ralph Lauren’s “Pup Shop” included sweaters, jackets and polo shirts, and the “ready-to-walk” line by Diesel included hoodies and bomber jackets.
Snoop Doggie Doggs is available at snoopdoggiedoggs.com and on Amazon.