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Snoop Dogg is nothing short of an icon. The American rapper is known for his endless array of hits, his many business ventures and for his impact on Black culture for his unforgettable natural hairstyles and his love for family. Earlier this fall, the father-of-four’s dedication to his family inspired his next entrepreneurial endeavor.
Snoop Dogg and his wife, Shante Broadus, brought their children together to launch their new line of luxury silk hair scarves. The idea was inspired by their youngest daughter Cori, who was diagnosed with the autoimmune disorder Lupus at age 6 and dealt with hair loss. The Broaduses all supported her by wearing hair scarfs too.
In September, the family launched their own designs, the Broadus Collection, featuring six scarves in two sizes. In honor of the release, GRAZIA USA caught up with the Broadus family to learn more about the line and how they support one another.
“When Cori was diagnosed with Lupus, it was really hard as parents to watch our child in pain, there were times when we felt hopeless,” Snoop and Shante tell GRAZIA USA. “We wanted Cori to feel supported, loved, and comfortable with herself especially when there was so much unknown and out of our control.”
The pair added, “We didn’t want her to feel different and so when she started to lose her hair it was important to us that she felt ‘normal’ so I went out and bought a bunch of scarves for us to play. We all quickly started to tie scarves around our hair and it became a signature item in our family.”
Cori, now 23 years old, praises her parents for their care during her battle. “My family was always there, supporting me in any way they could to help me navigate the process, accept the circumstances that would affect my life, and come up with a plan to move forward so I wasn’t restricted or held back by my diagnosis.”
The Broadus Collection, launched in collaboration with beauty powerhouse Annie’s, allows the trio to be unapologetically themselves while helping find a stylish solution to common hair concerns.
“When we started this process, it was important to us to work with a company that understands our community, Annie’s experience in the haircare space made them the perfect partner,” Snoop, Shante and Cori share. “During our first meeting together, we showed them photos of all the scarves we have been wearing over the years, and we explained what colors, fabrics, materials, and lengths were important to us.”
The six different options include a black color as well five printed varieties named, camo, Africa, floral zebra, golden tropics and island palm. The main factor in the design process was making them multipurpose and fashion-forward. “We want people to wear them however they are comfortable, whether it is around their hair or neck, everyone can find a way to tie the scarf and that is what we love about them,” Snoop and Shante explain.
For Snoop Dogg, his relationship with his hair is strong reflection of himself. “I grew up in the ’70s when hair and fashion were essential to everyone, not just women but men especially,” he says. “My hair has always been a reflection of my surroundings. I would emulate the things I saw growing up, the people I was surrounded by, in my hair. I think my dreads are my favorite. I remember having a conversation with James Brown about not cutting my hair and keeping it long, and those moments impacted my style and looks.”
Now, he and the family are helping everyone embrace what makes them feel great through their line.