Snoop Dogg is the new face of G-Star Raw

Translated by

Felicia Enderes

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After Pharrell Williams and Jaden Smith, G-Star Raw has named rap icon Snoop Dogg as its new brand ambassador. In this role he will make his debut in the label’s new global campaign “Say It Witcha Booty”. With a combination of humor and savoir-faire, the campaign, which is distributed both via print and digital channels, is intended to strengthen the brand’s identity and at the same time increase its international visibility.

The new campaign from G-Star

To mark the occasion, G-Star Raw is introducing several new models, ranging from T-shirts and hoodies to the must-have jeans.

“I teamed up with G-Star because we both cross borders. We are both pioneers,” said the artist in a press release. “We’re both leaders in our fields – we set the pace. You know what I’m talking about? We’re looking to the future.”

A shot from the “Say It Witcha Booty” campaign – G-Star Raw

In fact, G-Star appears to be focusing more on the United States again in the future. The Dutch brand, which has set the standard in the denim sector since it was founded in 1989, was forced to rethink its direct business in the American market last year due to the Covid-19 pandemic. The collaboration with Snoop Dogg is designed to help the company revitalize its image in the US while reaching a wider, cross-generational audience around the world.

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