Snoop DoggSnoop Dogg has launched a new clothing line he calls Rich & Infamous, according to

The rapper plans to promote the new line extensively across the various entertainment properties with which he’s involved — including his music and music vides, films, and on espisodes of his E! reality series “Snoop Dogg’s Father Hood.”

Snoop teamed up with Robert Thorne Co. to launch the line, a Beverly Hills-based brand management firm that built a billion-dollar business out of creating clothing and other licensed merchandise around Mary-Kate and Ashley Olsen.

According to a press release, the Rich & Infamous streetwear line is geared toward men between the ages 18 and 35, and will later expand into accessories, grooming and home products as well.

Snoop will unveil the new collection at this week’s Magic fashion tradeshow in Las Vegas.