Justin Bieber has officially parted ways with his fashion brand Drew House, which he co-founded in 2018 with his former stylist Ryan Good. The 31-year-old pop star took to social media to share the news with his fans, making it clear that he is no longer involved with the brand.
In a now-deleted Instagram Story, Bieber posted a screenshot of Drew House’s Instagram page with a direct message: “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 your money on Drew House.”
But the bombshell announcement didn’t end there. Bieber followed up with a dramatic animated video that left fans talking. The clip showed a cartoon version of Bieber walking into a Drew-branded house, lighting a match, and setting the house on fire. As the flames engulf the building, Bieber and his wife Hailey Baldwin Bieber are seen walking away with their son Jack in a stroller. The trio heads toward a shiny new building, and the screen flashes the word “SKYLRK.”
The video seemed to signify the official end of Drew House and the beginning of something new—SKYLRK. Bieber has been teasing the brand on social media for some time, and the fiery reveal has sparked speculation that it could be a new fashion venture possibly inspired by Hailey’s successful Rhode beauty brand.
However, the dramatic video has sparked mixed reactions, particularly from people close to the brand. A source told PEOPLE that the timing of the announcement and the content of the video were insensitive. “The SKYLRK announcement was a slap in the face to all the people who had been working hard on the next Drew House release,” the source said. “Also, some of his employees were affected by the Palisades and Pasadena fires. That video he used to burn the house down was highly inappropriate and insensitive, but that’s who he really is.”
Despite the controversy, the SKYLRK brand’s official launch date remains a mystery. However, its Instagram page is already live, though it remains empty with no posts. Fans are eagerly awaiting more details on what this new venture will bring, with many speculating that it will be an exciting new chapter in Justin Bieber’s fashion and entrepreneurial journey.
