Justin Bieber’s transition from his 2019 label Drew House to a new streetwear brand, SKYLRK, marks a dramatic pivot in his fashion journey. Teased through Instagram posts and trademark filings, SKYLRK officially emerged in April 2025—symbolized by a CGI “burning” of Drew House—and is shaped by top-tier collaborators (ex–Pink Dolphin & Yeezy designers) and Hailey Bieber’s creative input. Early reveals include earth-toned “Mule B” sliders, chunky sandals, oversized sweats, stylized sunglasses, and even a custom mini bathrobe for their son. This post unpacks the timeline, products, creative team, and what SKYLRK signals for celebrity-driven fashion.
1. A start over for Justin and his new family
- CGI Farewell to Drew House: On April 3, 2025, Bieber shared a video of a CGI Drew House ablaze—an unmistakable signal that the chapter was closing Instagram.
- Trademark Roots: SKYLRK Holdco, LLC filed trademarks as early as May 2023, hinting at a long-in-the-making project GQ.
2. The Team Behind the Label
- Design Collaborators: Bieber tapped Neima Khaila (ex–Pink Dolphin) and former Yeezy talent to build the brand’s streetwear aesthetic GQ.
- Hailey’s Creative Touch: In late April, Hailey Bieber unveiled her own “favorite jacket” design—a leather bomber she created for SKYLRK People.com.
3. Teasers & Product Reveals
- Footwear Launch: On April 17, SKYLRK teased chunky sandals and streamlined low-top sneakers via Instagram videos with Gunna and Kai Cenat Hypebeast.
- “Mule B” Tech Pack: A cryptic post showed sole measurements labeled “MULE B TECH PACK,” fueling sneakerhead speculation Geo News.
- Lifestyle Pieces: Early April posts featured earth-toned sweatsuits, colorful sunglasses, thick beanies, and phone cases branded SKYLRK Highsnobiety.
4. Jack Blue’s Mini Bathrobe Moment
- Family Fashion Debut: On May 12, Bieber revealed a custom mini bathrobe and matching beanie for son Jack Blue—garments likely previewing SKYLRK’s reach into youth wear Page Six.
5. Brand Positioning & Next Steps
- Social Buzz: SKYLRK’s Instagram quickly surpassed 375K followers despite no initial posts—a testament to Bieber’s draw GQ.
- Awaiting Launch: No formal release date has been announced, but fans can sign up on skylrk.com for updates, and the brand’s first drop is widely expected in summer 2025 Page Six.
- Industry Impact: SKYLRK represents a growing trend of celebrities owning fully controlled fashion labels—shifting from partnerships to independent creative ventures.
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good luck for jack and hailey