Everything to know about Justin Bieber’s mysterious new streetwear brand Skylrk
Hoodies! Funky footwear! Little hats! The Canadian pop star has been soft-launching the streetwear pieces of his upcoming brand
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IF YOU’VE BEEN somewhat mystified by Justin Bieber’s recent street-style offerings, you’re not alone. Photographed on outings as early as December last year, the Canadian pop-star has stepped out with wife Hailey Bieber in ‘fits that have since been described as cosy; “my winter fit inspo”, Instagram users commented; unhinged, even. To the frustration of celebrity style reporters, the pieces were without a known brand. It’s not without reason, Bieber has a new streetwear brand on the horizon: Skylrk.
In the works since 2023, the brand has largely remained shrouded in mystery, only recently being teased through these curated paparazzi shots where the logo was peeked on the soles of Biebs’ sneakers, as well as variations of thin hats, robes and hoodies. And if we’re to read the tea leaves further, Bieber has been posting. A lot. Taking to his Instagram with photos of samples and computer renderings of sunglasses, (more) hats, hoodie and trackpant sets in liquorice colourways, and, of course, extraterrestrial-looking slides, the full extent of the brand is revealed through these cryptic dumps.
As of writing, the Skylrk Instagram remains empty of posts (only a green profile image with a faint outline of the logo), but has already amassed half a million followers. No official release date has been penned either, nor its method of release (most likely drops for brands of this streetwear ilk). For now, we chronicle the looks that are defining his Skylrk era, as well as everything you need to know about brand.
Who owns the Skylrk brand?
That would be Justin Bieber, of course. It’s also been reported that Bieber holds full creative control of Skylrk, meaning what you see is 100 per cent wholly Biebs’ making. (With a rumoured net worth of USD$300 million, this is the kind of holistic creative control money can buy. This kind of operation is perhaps the closest thing between a designer and consumer.)
What happened with Drew House and Justin Bieber?
In Bieber’s books, the iconic smiley face logo of Drew House is gone to him.
On April 10, Bieber publicly disowned the brand he founded in 2018 with stylist-friend Ryan Good, who served as creative director. “I Justin Bieber am no longer involved in this brand. Drew House doesn’t represent me or my family or life,” he wrote on Instagram. “If your [sic] rocking with me the human Justin Bieber don’t waste ur money on Drew House.”
A thorny severance, Bieber also unfollowed Good, who was his best man at his wedding in 2019 to Hailey, on Instagram. Bieber also hit the unfollow button on a number of former associates and his ex-manager Scooter Braun.
The Drew House website remains active and operating business as usual.
When can you buy Skylrk?
No official release dates for any of the pieces Bieber has worn has been announced yet. The brand’s website also remains password protected. But you can guess they’ll start dropping products when the Skylrk Instagram starts filling up with posts.
As this is an evolving story, check back here for more updates on Skylrk and more of Bieber’s fits.
Bieber wearing a red Skylrk hat
The little rolled up hat has been Biebs’ most worn Skylrk piece, seen on his Instagram in a plethora of bright colours.
Bieber wearing Skylrk hat and sunglasses
Accessories will come to define the coming Skylrk era for Bieber and those buying in his footsteps.
Bieber wearing a Skylrk hat and hoodie
Justin Bieber wearing a pink Skylrk beanie
Bieber wearing Skylrk hoodie and phone case
The cropped, voluminous hoodie has been a mainstay to a number of contemporary streetwear brands (particularly to alumni who’ve defected from, ahem, Yeezy).
Like his wife, founder of the billion-dollar cosmetics brand Rhode (of the lip-stick-holding phone case fame), Bieber is making his own in candied colourways.
New colour unlocked: a blue Skylrk hat
Cosy enough in a Skylrk robe and hoodie
You could of course DIY the look with your own robe this winter. Though the boundary-pushing badge is firmly pinned on Biebs.
Bieber wears Skylrk hat and hoodie
Bieber wears Skylrk hat and hoodie
The debut of Skylrk sneakers
The earliest sighting during a hockey game in his native Canada, Bieber wore a then untaggable pair of chunky white sneakers, it soles bearing the word “SKYLRK”.
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