On July 10, artist Justin Bieber officially unveiled Skylrk, a new fashion brand he had been quietly developing. First hinted at through a series of cryptic Instagram posts over the past year and a half, the project finally made its debut today with the launch of its official online store.
The inaugural collection includes hoodies, tank tops, beanies, sunglasses, and two types of footwear: the Chunky Mule and the Beach Slide. What unifies the lineup is a playful palette of vivid, candy-inspired colors. Each item comes in shades like “Fizz,” “Gum,” and “Jelly,” resulting in a cheerful and whimsical aesthetic. Among the highlights is the “Upside Down” sunglasses model, featuring plump, bubble-like lenses and an oversized frame that blends pop vibrancy with a futuristic edge.
Leading the design for Skylrk is Finn Rush-Taylor, a former professional footballer from Scotland whose unconventional career path includes design experience with Adidas, Puma, Vivobarefoot, and Crocs—brands known for their focus on sports and sustainability.
Interestingly, Skylrk launched without any splashy campaigns or high-profile advertising. Bieber limited his promotional effort to a single Instagram post, simply writing: “Soooooo exciteddddddd for @skylrk.” Still, the brand gained organic attention thanks in part to his wife and influential model Hailey Bieber, who posted a mirror selfie wearing a Skylrk robe just before the launch. Bieber later reposted the image with the caption, “Not the Skyleezy robe,” showcasing a subtle and coordinated promotional strategy between the couple.
Unlike logo-driven streetwear brands, Skylrk takes a more refined, minimalist approach, placing emphasis on silhouette and color. The pricing strikes a careful balance between quality and accessibility, suggesting a thoughtful positioning aimed not only at loyal fans but also at a broader fashion-conscious audience.
Skylrk also marks a clear departure from Drew House, the brand Bieber co-founded in 2018 with stylist Ryan Good. Named after Bieber’s middle name, Drew House became instantly recognizable for its relaxed-fit hoodies and sweatshirts featuring a signature smiley face. While initially embraced by fans and celebrities alike, Bieber has recently distanced himself from the brand, explaining that it “no longer aligns with his creative vision.” Skylrk, in contrast, is positioned as a new platform to fully express his evolving aesthetic and creative identity.
Seen in this light, Skylrk represents more than just a new fashion label—it signals the next stage in Bieber’s creative expression. However, in today’s saturated streetwear market, whether Skylrk can carve out a distinct and lasting position remains to be seen. For now, the strength of Bieber’s personal brand is an undeniable driver, but attention will turn to how he continues to shape and grow Skylrk’s creative direction moving forward.
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