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Snoop Dogg Launches "Rich & Infamous"

The Robert Thorne Company and IMG World have joined forces to launch a new multi-category lifestyle brand called Rich & Infamous from the design studios of entertainer Snoop Dogg and fashion design house Industry Concepts.“The Rich & Infa

April 6, 2018

2 Min Read

“The Rich & Infamous brand is sculpted from Snoop Dogg’s trend-savvy classic vision,” says Robert Thorne, ceo, of The Robert Thorne Company, a Beverly Hills-based brand management firm. “The unique Rich & Infamous brand fashion features sophisticated all-culture streetwear for young men with slimmer fits, quality fabrics and elaborate trim detail in a high-value proposition for the savvy customer, where urban meets suburban and street meets runway.”

Snoop Dogg describes the essence of his new brand as “a fraternity of sorts—from presidents to gangsters—those few men who’ve been able to endure the burden of gaining wealth at any cost. Garnering equal parts admiration and disdain, these men savor the fruits and relish the spotlight. They are Rich & Infamous,” he says.

The Rich & Infamous brand by Snoop Dogg, who is managed by Constance Schwartz from The Firm, was introduced selectively in spring 2008 with a limited-edition collection of tops from Industry Concepts in collaboration with design house Christian Audigier. It will expand into a broad collection of men’s fashion and accessories, and grooming and home products. The Rich & Infamous brand of designer streetwear will deliver a fresh, contemporary point of view for the savvy, street smart 18- to 35-year-old male consumer, according to Schwartz.

“Rich & Infamous is a brand Snoop strongly believes in and will appeal to all his fans,” says Schwartz. “He is committed to keeping it current and unique.”

Snoop Dogg will utilize his entertainment products to promote the Rich & Infamous brand, including:

  • Television. E! reality series “Snoop Dogg’s Father Hood” will use episodes dedicated to brand strategy sessions, product development and design, and seasonal sneak peeks of apparel and accessories worn by Snoop Dogg and others.

  • Film. Product placement will feature apparel and accessories worn by Snoop Dogg and others.

  • CDs. Packaging will include the Rich & Infamous brand message and product unveilings.

  • Worldwide touring. Exclusive fashion shows will tie-in with Snoop Dogg’s concerts worldwide.

  • Videos. Apparel and accessories will be featured in Snoop Dogg’s music videos.

  • Internet. Highly stylized fashion-themed Web series produced by Snoop Dogg will feature the entertainer and other artists telling the Rich & Infamous brand story, exclusive fashion shows and worldwide model search competitions.

Says Tim Rothwell, IMG’s executive vice president and co-managing director of worldwide licensing and consumer products division, about the new deal, “IMG is attracted to high-profile properties ripe for expansion into a full range of unique and appealing consumer products. The Rich & Infamous brand from Snoop Dogg and Industry Concepts, with the proven strategic focus of The Robert Thorne Company, is a winning entry in the retail marketplace.”

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