We’re eagerly piecing together every breadcrumb Bieber drops about his highly anticipated new streetwear label.
Justin Bieber has always had style in his back pocket, but lately, he’s been teasing something big, bright, and seriously mysterious—his upcoming fashion label, Skylrk. Dropping subtle (and not-so-subtle) hints all over Instagram, Bieber’s given fans just enough breadcrumbs to spark excitement. The project has actually been in the works since at least 2023, when eagle-eyed fans first spotted Bieber test-driving unreleased Skylrk sneakers in public. Those early Easter eggs have recently given way to a flood of sneak peeks – Bieber’s feed now showcases design mock-ups, mood boards, and candid fittings for the brand’s upcoming pieces. In effect, the pop icon has become Skylrk’s own walking lookbook, stepping out in prototype outfits and stoking fans’ curiosity with every post.
In glimpses of the brand so far, Bieber has modeled earth- and candy-toned sweatsuits (often paired with matching beanies), puffy bathrobe-style coats, and sporty tracksuits, all punctuated by playful accessories. He’s shown off futuristic eyewear in offbeat colors like “Wax” yellow and dusty pink, molded platform slides reminiscent of high-fashion Crocs, and even a bulbous phone case that doubles as a statement piece. The range of items hinted at so far – from oversized hoodies and sweats to sleek sunglasses and sneakers – suggests Skylrk will blur the line between streetwear and loungewear, with a whimsical twist. In a power move of free publicity, Justin and wife Hailey Bieber even wore head-to-toe Skylrk looks to this year’s Coachella festival, giving the unreleased brand a splashy debut on one of music’s biggest stages. Not many upstart labels get to launch via paparazzi shots at Coachella – but then again, not many have a global pop star as their hype man.
Skylrk also represents a dramatic shift in Bieber’s fashion journey, especially when compared to his first label, Drew House. Just this month, Justin publicly cut ties with Drew House – the quirky, smiley-face–laden streetwear line he co-founded in 2019 – declaring that it “doesn’t represent me or my family or life” anymore. In a symbolic (and literal) torch-passing, he even posted an animated video of himself burning down a house full of Drew merch, lighting the flame with Skylrk-branded matches. If Drew was all about cartoonish logos and comfy basics, Skylrk is poised to be more fashion-forward. Bieber’s new personal stylist, Jenna Tyson, has been refining his look since late 2024 with runway pieces from the likes of Willy Chavarria and 424, and that elevated taste is seeping into Skylrk’s design language. The silhouettes we’ve seen are exaggerated and avant-garde – XXXL hoodies, robe-like jackets, and slouchy socks – yet still signature “Bieber” in their swagger. The color palette, too, marks a departure as while Drew House’s latest collections mellowed out into safe neutrals and beige basics, Skylrk is charging ahead with splashy pinks, electric greens, lemon yellows, and tangerine oranges. It’s a bolder, glossier vision of streetwear – one that feels less like fan merch and more like a fully realized designer brand.
Skylrk’s logo, revealed by Bieber over Instagram, is ultra-minimalist – essentially a shapeless double-rectangle symbol that offers few hints about the label’s identity. The name “Skylrk” itself carries a playful double meaning. A skylark is a songbird known to sing while soaring in mid-air, and the word skylarking means to frolic freely – fitting inspiration for a venture all about creative flight and fun. (Longtime followers might recall Bieber joking about an alter ego named “Skylark Tylark” back in 2018, a clue in hindsight that this persona has been incubating for years.) To bring this vision to life, Bieber has assembled a small but formidable team. Finn Rush-Taylor, a 28-year-old designer with experience at Adidas and Crocs, is reportedly the lead designer for Skylrk – his expertise in 3D-modeling footwear is likely behind the line’s chunky, futuristic sneakers and molded slides. Bieber’s business partner on the project is streetwear veteran Neima Khaila (co-founder of Pink Dolphin), and of course Hailey Bieber has her hands in the mix too.
For now, Skylrk remains in tease mode, with no official launch date announced. The brand’s Instagram account @skylrk has already amassed nearly 400,000 followers despite having zero posts. And Justin has been cheekily poking at the suspense on social media, even captioning a recent preview video with “Should we activate?” as if to flip the on-switch at any moment. Insiders say the line has been “calibrating for 3 years” in development, so Bieber is clearly in no rush, preferring to fine-tune his vision. That hasn’t stopped the fashion world from speculating and salivating over each new snippet. Will Skylrk drop as a surprise release, or roll out via a high-profile campaign? Will it lean more toward luxe streetwear or genre-blending art-fashion? The answers are still under wraps behind that cryptic logo.
