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The cowboys on “Yellowstone” have learned it’s not wise to cross Rip Wheeler if they don’t want to risk a beating.

And now, the actor that plays the foreboding ranch foreman on the Paramount Network series has a new gig: the face of two brands in the Authentic Brands Group stable.

Cole Hauser will become the face of both The Frye Company and Lucky Brand as their new ambassador and will be featured in global campaigns for both. He will also participate in collaborations and brand activations for the two companies beginning this holiday season.

“I have always admired the authenticity and quality that Frye and Lucky Brand bring to their products,” Hauser said. “I’m excited to be associated with these two brands whose legacies span decades and continue to represent the true spirit of American craftsmanship.”

Frye, a boot brand, was established in 1863, and Lucky Brand is best known for its denim.

Cole Hauser for Lucky Brand

The “Yellowstone” actor will also be the face of Frye boots. courtesy

“We are thrilled to welcome Cole Hauser to the Authentic family,” said Stefani Fleurant, senior vice president of marketing — lifestyle at Authentic. “Cole’s authenticity and timeless appeal align perfectly with the values of these brands. We believe that as the new face of Frye and Lucky Brand, Cole will bring a new level of excitement and energy to our consumers and introduce our brands to a broader audience.”

Before “Yellowstone,” Hauser was featured in a number of films, including “Dazed and Confused,” “Good Will Hunting,” “The Break-Up” and “Tigerland,” the latter of which led to a nomination for Best Supporting Male at the Independent Spirit Awards.

Hauser will be featured in Lucky Brand’s holiday campaign followed by Frye’s spring 2024 campaign.