LOS ANGELES, April 18 – Canadian pop star Justin Bieber is preparing to launch a new fashion label, Skylrk, marking a notable shift from his previous streetwear venture Drew House, which he publicly disavowed earlier this month.
Bieber, 31, has been promoting Skylrk via his personal Instagram account, sharing a range of behind-the-scenes images and product previews. The brand, which has been quietly in development since at least 2023, will feature a collection that includes sweatsuits in pastel and earth tones, molded slides, futuristic sunglasses, puffy robes, and accessories such as phone cases and basketball-inspired garments.
The singer was first seen wearing Skylrk pieces publicly in December 2023, and more recently, both he and his wife, Hailey Bieber, wore the brand at the Coachella music festival. In January, Bieber also debuted a pink Skylrk-branded beanie, further fueling speculation about the label’s upcoming release.
Skylrk is legally backed by trademark and patent filings made in May 2023 by attorney Bobby A. Ghajar, outlining the brand’s intent to produce apparel, footwear, and eyewear. Ghajar previously worked with Hailey Bieber on trademarks for her beauty line, Rhode.
The brand’s official Instagram account, despite amassing over 375,000 followers, remains without posted content. However, promotional videos and campaign-style posts continue to surface on Bieber’s personal profile, including a recent clip featuring rapper Gunna and streamer Kai Cenat, captioned provocatively: “Should we activate?”
Skylrk is distinct from Bieber’s earlier fashion label, Drew House, which he co-founded in 2019 with stylist Ryan Good. Known for its smiley-face logos and oversized loungewear, Drew House enjoyed commercial popularity before Bieber’s recent departure. In an April 10 Instagram post, Bieber stated he was “no longer involved” in Drew House and discouraged fans from supporting the brand.
An animated video Bieber shared on April 3 depicted a symbolic departure from Drew House, showing a cartoon version of the singer burning down a house filled with Drew memorabilia using a Skylrk-branded matchbox.
While Bieber has not announced an official launch date for Skylrk, filings suggest the brand is still undergoing development. In November 2024, his team filed for an extension to submit usage documentation for its registered trademarks, hinting at a possible delay in bringing products to market.
Hailey Bieber is reportedly involved in the design process, having recently posted a photo wearing a black leather bomber jacket attributed to Skylrk. Neima Khaila, former Pink Dolphin co-founder, is also identified as one of Bieber’s business partners.
The brand is believed to include contributions from former employees of Kanye West’s Yeezy label, adding to its fashion pedigree. The meaning behind “Skylrk” remains ambiguous, though it may reference the skylark songbird or Bieber’s own online alter ego, “Skylark Tylark,” a name he previously used in a 2018 social media post.
