Snoop Dogg’s got yet another hustle up his sleeve.
This time, he’s teaming up with jewelry brand Metal Alchemist and Larry Jackson’s gamma to launch his own line, Lovechild, dropping December 6 at Reeds Jewelers and online.
“I chose to name the collection Lovechild because I felt like the world is so full of anger and negativity and division, and I know that I lead with love,” Snoop said.
“Lovechild is a child created from love — while the world is so full of anger, negativity, and division — I’m choosing to lead with love…for the child that still lives within me, for the child that lives within everyone. I wanted to have a product I could share with the world that speaks to every element of who I am at this point in my life.”
Metal Alchemist described Lovechild as a line focused on empowerment, iconic style, and American-made craftsmanship with Snoop’s personal touch.
Snoop has always been the master of reinvention, dipping his toes into everything from music and movies to cannabis and now jewelry. With Lovechild, he’s adding yet another venture to his growing empire.
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