.SnoopDogg's new venture lives up to his name.
Snoop Dogg told WWD, “What’s my name? Snoop Dogg — it’s only right that the Snoop Doggie Doggs pet line is the next step in building out my empire with my family. I have mad love for dogs, and they love the Dogg. I get approached with a lot of deals and when it’s right, it’s right. Break bread or fake dead.”
Brandegee said Snoop is really an out-of-the-box entrepreneur and that’s what attracted him to them. “He’s really involved in so many creative projects,” he said, adding Snoop has 11 dogs and two cats. The line is also working on developing matching products for people. Next year, they’ll do a Snoop Ugly Sweater for the human and his dog. “It’s a really fun concept that I think can have serious legs,” Brandegee said. He plans for two collections a year.
This is Little Earth’s first licensing deal with a celebrity, as the company is mainly sports-focused.
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