What Is Skylrk? Here’s Everything We Know About Justin Bieber’s Mysterious New Clothing Brand

If you’ve been relatively plugged into the celebrity happenings of Instagram over the past month, you may have noticed that Justin Bieber has been posting.

The singer, long one of the most idiosyncratic dressers in Hollywood, has been teasing his new clothing brand, Skylrk, which has been in the works since at least 2023. What began then as a slow drip of sneak peeks—that December, Bieber was photographed wearing a pair of mysterious “Skylrk”-soled sneakers—has recently turned into a deluge of updates, with the singer constantly showing off samples, mock-ups, and design decks on his personal Instagram account.

Justin Bieber wearing a pink Skylrk beanie in January.

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In real life, Bieber has become the brand’s zany figurehead as he’s modeled its forthcoming product line, which will feature earth- and candy-toned sweatsuits with matching beanies, sporty sneakers, puffy belted robes, futuristic sunglasses in playful shades like “Wax” and “Dusty Pink,” molded platform slides, bulbous phone cases, and at least one basketball uniform. Justin and his wife, Hailey Bieber, both wore Skylrk while attending Coachella, granting the brand the sort of splashy kickoff that most publicists could only dream of.

Meanwhile, Bieber has publicly distanced himself from Drew House, the streetwear label he co-founded with former stylist Ryan Good in 2019. Last fall, he also enlisted a new personal stylist, Jenna Tyson, who has been incorporating Skylrk pieces into Bieber’s boundary-redrawing ensembles.

On Wednesday, the singer shared a video of rapper Gunna and streamer Kai Cenat posing in front of rows of shoeboxes, which he provokingly captioned, “Should we activate?” However, the grid for the official Skylrk Instagram account, which currently has around 395,000 followers, remains conspicuously empty.

Here’s what we know about Skylrk so far.

How long has Skylrk been in the works?

Bieber has been wearing the brand since at least December 2023, when he was photographed wearing mysterious pairs of neon slides and basketball-style sneakers with “Skylrk” embossed on the soles. Over the past year and change, Bieber has worn more unplaceable garments, such as the rolled-hemmed jersey skullcaps that The Cut recently said made him look like “a flirty barista,” that he has since revealed to be part of Skylrk’s upcoming product line.