The evolution of Justin Bieber is something to be ogled at. Long gone are the days of his forward sweeping hairstyle, juvenile fashion taste and lyrics which have become somewhat of a guilty pleasure for most.
Today, we see a newly designed Bieber who has found his way into luxury streetwear. This seamless progression has been encapsulated by Drew House, his own label which he founded in 2018. The gender-neutral streetwear brand focuses on putting out low-fuss, high-impact silhouettes for all to enjoy.
Drew House can be looked at through a creative lens and compared to Yeezy from Kanye West and Human Race from Pharrell Williams. All three men previously had successful music careers and have found their way into fashion. Williams and Ye have done their due diligence to produce respected brands which are loved by their personal fans and fashion fiends.
However, the fashion jury is still out on Bieber’s fate. So the question remains: Will fashion ever take Drew House seriously?
Drew House is best known for its smiley face design which replaces the ever-so-popular smile with Justin’s middle name. This staple logo can be seen across most garments, from jackets and hoodies to caps and accessories. The smile has gone on to act as the label’s mascot for positivity and a relaxed mindset.
Since its conception a few years ago, Bieber has managed to grow Drew House into a globally recognized fashion label. The brand is currently sold on its very own website, as well as global retailers like Ssense and fashion marketplaces like StockX and Grailed. Pieces can be seen marked up almost 250% on these marketplaces, proving that there is a longstanding desire to own DH after the release date.
Here in Toronto, Drew House has made waves from the streets all the way up to professionals as NHL players Auston Matthews and Mitch Marner have been seen rocking Bieber’s smiley hoodies off-ice. His brand’s impact has gone on to foster a relationship with the Toronto Maple Leafs themselves, as this year they released a reversible jersey designed in collaboration with Drew House.
Drew House still remains a fairly young streetwear brand in the grand scheme of things. Comparably, by four years in, Ye had already blown away sneakers fanatics with his various Yeezy 350 colourways. As well, Pharell was doing similar numbers with the three stripes as his Human Race NMDs was a unicorn for some.
What sets Bieber apart from his musical/fashion counterparts seems to be how casual the brand feels. There doesn’t seem to be an expectation for pompous, high-class individuals to find joy in the brand. Nor is there emphasis placed on rare materials or over-the-top designs.
Drew House represents a subsection of streetwear which appears put together while still feeling cozy on the inside. Those who wear DH wear it because they find comfort in the brand. To them, it feels like home.
So maybe the question shouldn’t have been will fashion ever take Drew House seriously. Maybe it should have been, does Drew House even care what fashion thinks?
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