Following hot on the heels of successful rap icons turned fashion designers like 50 cent, Nelly, Jay Z and Damon Dash, Eminem and Diddy, Snoop Dogg just launched his own fashion label, Rich & Infamous, which he will promote through his E! reality show Father Hood and hip hop music. He will even be producing his own fashion shows, which he will host, during his upcoming world tour.

Snoop is teaming with Robert Thorne, the CEO of the management firm Robert Thorne Co., who helped build Mary-Kate & Ashley Olsen’s billion-dollar business with clothing and licensed merchandise.

The Rich & Infamous streetwear line will made at men between 18 and 35 and was developed in combination with brand manager the Robert Thorne Co., licensing firm IMG World and design house Industry Concepts, the show business trade newspaper Variety reported Monday.

The Rich & Infamous brand is sculpted from Snoop Dogg’s trend-savvy classic vision,” Robert Thorne, CEO of the Robert Thorne Co. brand management firm told Variety…

For Snoop Dogg, the name represents “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,” Thorne said.

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