serious pimp

Snoop Dogg will take on a new executive role this week. On May 29, Tha Doggfather will be named President of Serious Pimp, a clothing and sunglasses line that blends hip-hop and Mixed Martial Arts cultures, with which Snoop has recently become involved...

Designer eyewear brand Serious Pimp has announced a partnership with a gang of West Coast OG's, to promote its new line. The company, which launched in 1999, designs "sunglasses that blend hip-hop style with MMA attitude." Serious Pimp currently sponsors mixed martial artists Kimo Leopoldo and Jake Shields, but has now signed on Cali legends Snoop Dogg, Ice-T, DJ Quik, members of Tha Dog