UGG and Footaction recently tapped Vic Mensa to be the new face of their new men’s campaign.

And while many may think UGGs are for the ladies — that couldn't be further from the truth. Shot in Mensa’s hometown of Chicago, the series of ads show off the edgy and urban style of the new collection. 

“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.”

And UGG is happy to have him.

"We are honored to partner with Vic Mensa to launch our relationship with lifestyle retailer Footaction,” said Alice Hampton, senior director of global PR for UGG.

“Vic is an incredible creative talent who brings a unique perspective to our men’s range, which will be sold at Footaction this fall. We could not be more excited to welcome him, and Footaction, into the UGG family,” she added.

Peep this behind-the-scenes video of Mensa modeling the brand's four new looks.