Pop superstar Justin Bieber just made a bold move — and it has fans buzzing. The 31-year-old singer shocked followers on April 10 by telling them to stop supporting his fashion brand, Drew House. Yes, you read that right. Justin is done with Drew House, the brand he helped start back in 2018.
In a now-deleted Instagram Story, Bieber shared a screenshot of the brand’s page and wrote a message that made things crystal clear.
“I Justin Bieber am no longer involved in this brand,” he wrote. “Drew House doesn’t represent me or my family or life. If ur rocking with me the human Justin Bieber, don’t waste ur money on Drew House.”
This was a surprise to many, since Justin co-founded Drew House with his former stylist Ryan Good, and launched it in January 2019. Over the years, it became known for its cozy streetwear, oversized hoodies, and the signature smiley face logo.
But Justin didn’t stop there.
Along with the post, Justin also shared a dramatic animated video that many fans think is symbolic of his feelings. In the clip, a cartoon version of Bieber walks into a house filled with Drew House products. Then, he lights a match and sets the entire house on fire. Ouch.
In the video, he’s joined by his wife, Hailey Baldwin Bieber, and their son Jack, who’s seen in a stroller pushed by Hailey. As the fire burns behind them, the family walks off toward a glowing building. At the end, the word “SKYLRK” appears on the screen — hinting at Justin’s next big thing.
It looks like Justin is already onto his next fashion adventure. Though not much is known yet, SKYLRK seems to be his new brand. Some sharp-eyed fans noticed that the match he used in the video had the SKYLRK logo on it — the same logo seen on SKYLRK’s Instagram page, which currently has no posts.
A source close to Bieber’s world told PEOPLE that many people on the Drew House team were shocked by his actions.
“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 shared.
Even more upsetting, the source added that some Drew House employees were affected by recent fires in Palisades and Pasadena.
“That video he used to burn the house down was highly inappropriate and insensitive… but that’s who he really is.”
While there’s no official launch date yet, SKYLRK seems to be heading in the same style direction as Drew House. Early peeks suggest that the brand will offer hoodies, hats, robes, sunglasses, and phone cases. Some fans are even comparing its design to Hailey’s beauty brand Rhode, especially the popular “Lip Case.”
Even though the brand hasn’t officially dropped, fans are already talking about it — and wondering what this means for Justin’s future in fashion.
Neither Bieber nor Drew House reps have responded to the situation yet. But one thing’s for sure — Justin’s breakup with Drew House was loud, emotional, and very, very public.
Whether fans will follow him to SKYLRK, or miss the good old smiley-face days of Drew House, is still up in the air.
For now, Justin Bieber has made his message loud and clear: He’s moving on.
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