Snoop Dogg partners with G-Star RAW in latest campaign for the brand’s “Hardcore Denim” collection.

“I’m teaming up with G-Star because we are both pushing the field, staying ahead, cutting the edge. We are both masters of our craft—leading the game. You know what I’m saying? We look ahead,” Snoop said in a press release.

Gwenda Van Vliet, G-Star RAW’s CMO, called Snoop a “true original,” adding that he is the “best in class, real and outspoken. He is continuously re-inventing himself and he merges worlds in unexpected ways. Our joint campaign is bringing that philosophy to life, and is a tongue-in-cheek tribute to all denim booties.”