When rapper Snoop Dogg paid homage to the late Johnny Cash on the single My Medicine, it should have been obvious that his influences ran far deeper than just hip-hop. Taking that idea to the next level, Snoop is gearing up to release a clothing line solely inspired by men like Cash who push their success to the limit.
Titled Rich & Infamous, the clothing brand is described as a fraternity of sorts -- from presidents to gangsters -- 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. Jimi Hendrix, Ronald Reagan, Frank Sinatra, and Muhammad Ali, among many others, are all included in Snoop Doggs euphoric aspirations to make Rich & Infamous a powerful brand.
The clothing line will made its first public appearance at the Magic Fashion Tradeshow in Las Vegas last week, presented by Snoop Dogg himself. Being savvy promoters though, Snoop and his brand manager Robert Thorne are looking to make Rich & Infamous the brand of choice for men ages 18-35. Setting up cross promotion networking, they plan to have Rich & Infamous heavily featured in Snoop's E! reality TV series Snoop Doggs Fatherhood, as well as other outlets like music videos, CD packaging, and film spots in the very near future.
Thorne, who is the CEO of the Robert Thorne Company, explained to Variety that their decision to integrate the clothing line into countless media outlets is a venture few entertainers choose to take. Big stars usually don't spend a lot of time promoting the brand, he said. However, with Snoop, he sees a man who is creating a brand that is designed to stand the test of time. This is no longer 'I'm going to make a few extra bucks.' Now it's about 'How am I going to make this about who I am and make this last a decade or two or more?