Rural meets urban in new clothing line from Snoop Dogg
Rap icon partners with Tennessee brand to create trucker hats, T-shirts and sweaters
Long Beach rap legend Snoop Dogg is going from bow-wowwow to yee-haw with a new line of Western-inspired streetwear.
Stevenson Ranch, a Nashville, Tennessee, apparel company, and the hip-hop giant have teamed to create a line that mixes cowboy culture and urban street styles in the form of trucker hats, T-shirts and crewneck sweaters, all with a little help from the Compton Cowboys.
“We’re mixing two demographics,” said Ben Foley, founder of Stevenson Ranch. “We pretty much got the entire middle America and he’s got the coast, and Snoop is one of the biggest icons of the last 100 years. I don’t think there’s a soul in the country, maybe the world, that doesn’t know who he is, so this is really for everybody.”
The limited edition capsule collection, which went on sale Sunday, was inspired by Snoop’s seminal album “Doggystyle” and its colorful, comic-style cover. Crewneck sweaters and T-shirts sport images of a dog in a football jersey and throwing a lasso, and there are baby blue trucker hats emblazoned with the label of Snoop’s record company, Death Row Records, and the phrase “Not my first rodeo.” The items are sold at the rapper’s Snoopy’s Clothing, near SoFi Stadium at 905 S. Prairie Ave. in Inglewood, and at stevensonranch.store.
“We try to take the timeless and nostalgic aspects of Western culture and Americana and infuse them with more modernday fits, whether that’s more on par with a streetwear style T-shirt or crewneck, but still keeping the Western culture at the core of it,” Foley said.
However, being an urban cowboy and sporting these latest threads isn’t cheap, since the trucker hats and T-shirts retail for $50, while the crewneck sweaters cost $100. There are also $6 lighters for sale. But part of the proceeds will go to the nonprofit Compton Jr. Equestrians foundation.
And to further cement the blend of Western and urban bonds, the famed Compton Cowboys are the face of the social media campaign, with images showing the cowboys wearing the hats, T-shirts and sweaters at their ranch while they ride and take care of their horses.
This also isn’t Snoop’s first entrepreneurial rodeo either, since he isn’t just a hip-hop pioneer but an accomplished businessman who has a history of taking on projects outside of the music world.
He recently launched a pet fashion brand called Snoop Doggie Doggs, put out a cookbook, developed a gluten-free cereal called Snoop Loopz, and partnered with Australian-based winery 19 Crimes to release his own blend of wine, too.