Snoop Dogg can now add his own fashion line.

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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Artist Nelly is to star in the advertising campaign for Sean John Underwear collection in autumn 2008. The Sean John men underwear, sleepwear and loungewear collection consists of boxer-briefs, briefs, undershirts, boxers, robes and pajamas. The new collection will be appear at Macy’s and better department and specialty stores nationwide.

Although Nelly is the first spokesmodel for the brand’s underwear basics and loungewear category. He follows a long list of celebrity models as Dwayne Wade, Nas, Penelope Cruz, Snoop Dog, Lil’ Wayne, Cassie, and Lauren London.

Diddy,

I have known Nelly for many years and I really admire his work. To me, Nelly is the quintessential definition of the Sean John man. He has the attitude, the swagger, and most of all the physique that our customers can both aspire and relate to. And let’s be honest, all of the ladies out there are going to be thanking us for this campaign. The images are so strong; they speak for themselves. We are truly excited to welcome Nelly into the Sean John family.”

Nelly added,

I have been a big fan of Diddy and the Sean John clothing line for years. So, when they asked me to work with them, it was a real honor. I hope my fans will enjoy this campaign as much as I did shooting it.”

With annual retail sales in the US of over $525 million, label Sean John is sold in better department and specialty stores across the country, as well as select retailers around the world.

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