Skylrk is ready for take-off.
We saw the hints. We caught the cryptic glimpses. But now, the vision is clear. Justin Bieber has officially drawn the curtain on his beloved clothing and lifestyle brand, DREW House, ushering in a bold new era—both personally and creatively.
Enter Skylrk—a name that soars with symbolism. Drawing inspiration from the skylark, a bird celebrated for its high, melodic flight, and a term that also means to play or frolic freely, the brand traces its roots back to Bieber’s self-proclaimed alter ego introduced in 2018.
Positioned as more than just a fashion label, Skylrk hints at a full-spectrum creative universe. From vibrantly tinted eyewear and effortless slides to oversized hoodies and multi-functional essentials, the early glimpses—shared by Bieber himself—paint a picture of a brand rooted in freedom, expression, and reinvention. His Instagram has become a mood-board of the journey so far, offering peeks into design sketches, campaign mockups, and product prototypes, each stamped with the bold, now-iconic Skylrk logo.
In a striking animated teaser, co-directed by Gal Yosef, Bieber symbolically enters a house filled with DREW House pieces, lights a Skylrk-branded match, and sets it ablaze. What follows is a cinematic moment: Justin, Hailey, and their son Jack Blues (in a pram) walk toward the horizon, passing a towering Skylrk-shaped structure, an emblem of rebirth and forward motion.
The transition is complete. Even his Instagram profile now bears a crimson version of the Skylrk logo. A new chapter has begun—one that promises to blend Bieber’s evolving identity with a fearless, genre-defying approach to creativity.
Take a look below at what we know so far.
PHOTO CREDIT: Courtesy of @justinbieber on Instagram
