If you’ve been following Justin Bieber and his IG activities recently, you’ll know that he’s been posting like there’s no tomorrow, dumping post after post every day. Apart from sharing flicks of his wife Hailey, having the time of his life with his mates at Coachella and showing off his kid Jack, he’s also been teasing his upcoming brand Skylrk.
The soft launch’s been coming in the form of his fits wearing the brand’s pieces, campaigns he’s been previewing and even him cooking up samples in the studio. The latest teaser was a video he filmed with Kai Cenat and Gunna in front of a bunch of Skylrk footwear samples with the caption “Should we activate?”
Even though Skylrk feels like a new venture for Bieber, he’s been previewing the brand since 2023 when he posted up in unbranded neon slides and basketball-style trainers with the Skylrk logo on the sole. The roll-up beanie he’s been spamming too? Also Skylrk.
This brand doesn’t come without its drama, either, with the singer publicly cutting ties with his old brand Drew House in a now deleted IG post. He also brought the break up to life with a cartoon video that pictures Bieber burning down a Drew House-branded home and walking into the distance with his wife and baby followed by a Skylrk logo.
There’s not much info out there on who’s working at Skylrk but according to GQ Global Fashion Correspondent Samuel Hine, a couple of Yeezy workers have jumped ship to work for Bieber instead. Makes sense, considering that the voluminous, oversized nature of the clothes have a pretty striking resemblance to what Ye’s been pushing with his own clothing line. LA-based brand Pink Dolphin’s co-founder Neima Khalia is on the board of business partners but Bieber is said to have full creative control. It seems like his wife Hailey’s also chipping in, previously stating that she’s currently making her “favourite jacket of all time” on her Instagram.
Although there’s no official release date, the push for Skylrk is coming on pretty thick. The happy Bieber couple were just seen wearing the brand at Coachella this past weekend and his Instagram is pretty flooded with content around it so it seems like only a matter of time before we can start copping the Bieber look.
Featured image via Getty©
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