They don’t call him Snoop Doggy Dogg for nothing.
The rapper and entrepreneur, whose net worth is reportedly $150 million, is partnering with a home and sports apparel company that happens to design pet items such as collars and pet jerseys.
Little Earth Productions and Snoop are slated to debut customized pet accessories, 28 items geared to dogs and cats, WWD reported. The line will be called Snoop Doggie Doggs.
Snoop’s Pet Line
“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,” explains Snoop in a press release.
Animal lover Snoop has 11 pet dogs and two Siamese cats, US magazine reports.
Snoop will have input in the designs.
“We needed to make sure my line is reflective of everything I do; it has the Snoop Dogg flavor just like my clothing for people. We have something for every size, breed, boys and girl pups. We tested out the clothes, bowls and accessories on our dogs, so when we say it’s Dogg approved, it really is,” he said.
Expect “tricked-out leashes and sweaters outfitted with gold chains for extra drip,” reported Hypebae. There also will be matching hats for both the pets and owners, and sports jerseys, dog toys, food bowls, among other items, which will range in price from $15 to $100.
Products will be sold on the brand’s website and via Amazon.
The Snoop Doggie Doggs Partnership
Little Earth Productions has been in business since 1993 and is based in Pittsburgh, Pennsylvania, where the company manufactures more than 170 NFL, NBA, MLB, and NHL licensed teams items, as well as more than 60 colleges for pet clothing.
When Snoop was looking to collaborate with a pet line to promote his own pet clothing, Little Earth president Robert Brandegee, who said he is a Snoop fan, pitched the rap mogul.
“I wish I could say that timing is everything, but I met the Little Earth gang in the middle of the pandemic, so it took a minute to get it to the market. But it’s important to me it’s done right. And if Little Earth can handle the Pittsburgh Steelers then I knew they would bring their A game,” Snoop told WWD.
Plenty of Potential Customers
Data shows that around 70 percent of households in the U.S. have pets, with dogs are preferred more than cats, according to the American Pet Products Association (APPA).
Approximately 60.2 million households have a dog as a pet, and around 47.1 million own a cat as a pet, Transparent Market reported.
The report also states that pet owners are willing to lay out cash for items on their pets, including beds, clothing, accessories, and the necessities like collars and bowls.
The pet clothing market was reported to be worth $5.75 billion in 2021, globally, and projections say it is expected to generate more revenue in years to come.