Justin Bieber is making bold moves—and this time, it’s in fashion, not music.
Earlier today, Bieber shocked fans with a now-deleted Instagram Story distancing himself from his long-standing fashion label, Drew House. The post was direct and emotional, indicating a total separation from the brand he helped build.
“I Justin Bieber am no longer involved in this brand. Drew House doesn’t represent me or my family or life. If you’re rocking with me the human Justin Bieber don’t waste ur money on Drew House.”
The post was up for less than 10 minutes before being removed—but not before screenshots went viral.
This announcement follows a week of teasers around a new clothing brand called Skylrk, which Bieber has been quietly promoting on Instagram. He updated his bio to include the official @skylrk account and shared photos showcasing pastel-colored hoodies, sleeves, and beanies branded with the new logo.
One photo showed sleeves in pink, beige, blue, green, and purple; another displayed beanies and more color variations including blue, purple, and pink. Though it’s unclear if Bieber has worn these pieces in public, fans have noted the color scheme closely mirrors his personal style.
Bieber’s journey in fashion began in 2019 with Drew House, co-founded with former road manager Ryan Good, who also served as creative director. According to Vogue Business, Drew House saw consistent revenue growth, averaging over 200% annually. The brand gained cult status, particularly among younger fans and streetwear circles.
But signs of a shift started earlier this year. Bieber removed Drew House from his bio and hasn’t worn the brand publicly since the 2024 NHL All-Star Game, where players donned custom Drew House jerseys. He also recently unfollowed Ryan Good on Instagram—despite their close personal history, including Ryan being the best man at Bieber’s wedding in 2018.