Justin Bieber Officially Launches Skylrk, His Long-Simmering Clothing Brand

After over a year and a half of enigmatic self-promotion, Justin Bieber officially launched his sophomore clothing brand, Skylrk, on Thursday morning. A debut collection of candy-hued apparel, eyewear, and footwear is now available to shop on the brand’s newly live website.

Skylrk’s first offering features several of the key pieces Bieber has already worn himself, such as soft beanies ($40), hoodies ($140), and tanks ($60), as well as molded slide sandals ($80) and mules ($180), in playful hues with names like “Fizz,” “Gum,” and “Jelly.” There are also futuristic, bubble-framed sunglasses ($200) in matching color schemes.

Bieber first teased the brand back in December 2023, when paparazzi photographed the musician wearing neon slides and basketball-style sneakers with “Skylrk” embossed on the soles. (Later, Footwear News reported that Bieber’s team filed patent and trademark paperwork for the brand and its bubbly dual-rectangle logo in May 2023.) Justin and his model-founder wife, Hailey, quietly wore Skylrk pieces throughout 2024. Those sightings ramped up in 2025, when Justin began enthusiastically—if ambiguously—posting about Skylrk on his personal Instagram account, often with behind-the-scenes looks into the brand’s production process. The frenzied posts escalated in recent months, as Biebs goaded fans about its official launch date.

In April, GQ reported that Skylrk’s lead designer is Finn Rush-Taylor, a 28-year-old former competitive soccer player from Scotland’s Western Isles, who previously worked with Adidas, Puma, Vivobarefoot, and Crocs. “Damn me and this fool Finn cookinnnnngggggg,” the singer wrote on Instagram in March. Otherwise, Bieber purportedly has full creative control of the brand.

Bieber, wearing a pink Skylrk beanie, out in New York City in January.

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Skylrk is Bieber’s first independent attempt to stake his place in the busy streetwear landscape. In April, Bieber publicly distanced himself from Drew House, the streetwear label he co-founded with former stylist Ryan Good in 2019, with a pointed animated clip that showed the CGI-rendered singer burning down a house full of Drew House ephemera using a box of Skylrk-branded matches. In May, the musician also petitioned his wife, Hailey, on Instagram to approve his design for a joint-holding phone case, which bears some functional similarities to a lip-gloss-holster phone case from her own wildly successful skincare brand, Rhode.

Prior to the Thursday launch, the last missive from the mysterious world of Skylrk was a photo Hailey posted earlier this week: a mirror selfie showing the model in a plush yellow hooded bathrobe, which she tagged as Skylrk. Justin reposted the photo to his own Instagram story with the caption, “Not the Skyleezy robe.”

Samuel Hine contributed reporting.