In today’s most random news, rapper Vic Mensa is the new face of UGG’s fall ’16 campaign. That’s right, UGG—the ridiculously comfortable but terribly tacky, little fur boot.
This comes as a bit of a shock, considering I haven’t seen a pair of UGG boots outside the airport since Mary-Kate and Ashley wore them with shredded denim mini-skirts. Sure, every girl at Hebrew school had them, and if you were anything like me, you begged your parents for a pair in every color. But that was the early aughts, and nothing good came from that era, except, maybe, Lindsay Lohan‘s singing career. And like UGG, that didn’t really last.
Apparently, however, the Australian footwear company is trying desperately to revive the dead-in-water brand, and that’s where Mensa and partner Footaction come in.
“I like where the Ugg brand is going,” said Mensa in a statement. “They’re open to trying new things and really pushing forward. When someone like me wears Ugg, it’s kind of like repurposing the brand from its original concept, which was made for surfers. I think it’s dope that they’re taking new perspectives.”
For the campaign, shot by Mensa’s tour photographer, Jake Osmun, the rapper handpicked locations around his hometown, Chicago. The imagery showcase some of the brand’s newer non-basic bro styles, including a combat boot and a Wallabee-inspired kick, whose vibe Mensa would like to bring to the overall collection.
“It’d be hard if we did it like the Wallabees, and dyed them up like Wu Tang,” he said. “That’s I want to do—dye the classics like an old school Ghostface Killah vibe.”
View the campaign, above.