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Fashion for the Dogs—By the Dogg

It’s a dog(g)’s life.

Snoop Dogg has taken his iconic name to the next level with a new brand venture: Snoop Doggie Doggs, a pet accessory line.

“If my dogs ain’t fresh I ain’t fresh,” the LA3C festival headliner said. “These dogs and their apparel are a reflection of ‘Tha Dogg’ himself, so they gotta look the role of a top dog, ya dig?!”

Created in partnership with SMAC Entertainment and Little Earth Productions Inc., a manufacturer of licensed fashion accessories and apparel, Snoop Doggie Doggs culls inspiration from the cultural icon’s lifestyle and encourages pet owners to spoil their dogs (and cats) and live life luxuriously.

“Snoop Dogg was, without a question, the most fitting and amazing partner we could think of in the dog and pet space,” Rob Brandegee, co-founder of Little Earth Productions, Inc., said. “Snoop’s personality and authenticity are undeniably evident in our creative pet product offerings, and we couldn’t be more thrilled to share the new Snoop Doggie Doggs brand with you ahead of the holidays—it’s the perfect holiday gift for pet owners this season. Talk about a holiday treat.”

The lineup of dog apparel, plush toys, bowls, leashes, and other accessories is reminiscent of the “Doggy WoggWorld” rapper’s iconic looks, with a variety of collections including “Off The Chain,” “Boss Lady” and “Throw a Dogg a Bone.” The line also includes a deluxe doggie 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 the director of football development in 2015—before he entered the denim game as the face of G-Star Raw in 2021. He once held a dinner party with Vogue, partied with Levi’s at Coachella and helped Klarna spread the buy now, pay later gospel.

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Pet accessories are arguably always in fashion, though research by Fortune Business Insights shows that the pet apparel industry will likely reach $7 billion by 2028. Gucci cashed in on the trend over the summer with responsible materials crafting mohair hats, cotton T-shirts and accessories. Tommy Hilfiger inked a licensing deal with Kanine Pets Worldwide Limited to debut a dog fashion collection in 2023. Ralph Lauren’s “Pup Shop” featured sweaters, jackets and polo shirts, and Diesel’s “ready-to-walk” line included hoodies and bombers.

Snoop Doggie Doggs is available at snoopdoggiedoggs.com and on Amazon.