Snoop Dogg is is set to launch a new clothing line this week at the Magic fashion tradeshow in Las Vegas, according to Variety.
The Los Angeles vet will announce “Rich & Infamous,” a line based on luminaries like Muhammad Ali, Jimi Hendrix, and Paul Newman.
“[It] represents a fraternity of sorts,” one of the brand’s creators, Robert Thorne, said in a statement. “From presidents to gangsters, who endure the burden of gaining wealth at any cost. Garnering equal parts admiration and disdain, these men savor the fruits and relish the spotlight.”
The line will be the second for the entrepreneurial rapper. Previously Snoop was the driving force behind “Snoop Dogg Clothing.” The line was available at Macy’s outlets.
For “Rich & Infamous,” Snoop intends to incorporate his line into all of business platforms. The rapper is expected to wear the brand on his E! reality series, “Snoop Dogg’s Father Hood.” And his next album will include artwork from the line.—Anthony Thomas