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. Getty Images

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.

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.

As noted in a report by Footwear News, lawyer Bobby A. Ghajar filed several patent and trademark applications for Skylrk and its bubbly dual-rectangle logo in May 2023. The applications outlined the brand’s planned product output, which would include footwear, apparel, and eyewear. (Per Highsnobiety, Ghajar, the filing lawyer, previously advised Hailey Bieber on trademarks for her cosmetics brand, Rhode.)

Justin Bieber, seen here in December 2023, has been covertly wearing his own Skylrk pieces—such as these sneakers—for over a year. Backgrid

Resoundingly, yes. As of this month, Bieber publicly shunned Drew House, the label he and former stylist Ryan Good launched in January 2019 with a collection of smiley-face-embellished apparel and louche hotel slippers, which became staples in Bieber’s wardrobe. Beyond streetwear, the Drew brand (Drew is Bieber’s middle name) once held loftier aspirations, too: Bieber even wore a slouchy “Maison Drew” tuxedo to the Met Gala in 2021.

“I Justin Bieber am no longer involved in this brand. Drew House doesn’t represent me or my family or life,” the singer wrote on Instagram on April 10. “If your [sic] rocking with me the human Justin Bieber don’t waste ur money on Drew House.”

(Per a recent story in The Hollywood Reporter, Bieber unfollowed Good—who served as best man at the Biebers’ South Carolina wedding in 2019—on Instagram in January. The singer also unfollowed a number of former associates including his ex-manager, Scooter Braun.)

A CGI-rendered clip Bieber shared on April 3 presented a thorny dramatization of this split: An animated Bieber can be seen walking through an unkempt house full of Drew House ephemera—including its signature teddy-bear mascot perched on a yellow pool floatie—before setting the house on fire using a box of Skylrk-branded matches. The clip is soundtracked by the Eddie Benjamin song “Maniac,” whose lyrics include barbed lines like, “I could’ve stayed, but I swear I couldn’t settle.” Meanwhile, the Drew House web store is still live and active.

We don’t know much about the specific size or scope of Team Skylrk, but the brand’s lead designer is Finn Rush-Taylor, a 28-year-old former competitive soccer player who hails from Scotland’s Western Isles. As a footwear designer and consultant, Rush-Taylor previously worked with Adidas, Puma, Vivobarefoot, and Crocs; his specialty is 3D modeling, which could explain Skylrk’s convex, digitized silhouettes.

The designer made headlines in his native Scotland when, on March 31, Bieber publicized their partnership on Instagram: “Damn me and this fool Finn cookinnnnngggggg,” the singer wrote, to which Rush-Taylor replied, “They ain’t ready broski.” A local newspaper, the Stornoway Gazette, ran a story about how the local kid had teamed up with the global pop star; Bieber later posted a photo of the story on the paper’s front page, which prompted another news item in The Times.

Otherwise, Bieber purportedly has full creative control of the brand. Neima Khaila, who previously co-founded the Los Angeles streetwear brand Pink Dolphin, is one of his business partners. Justin’s wife, Hailey Bieber, also appears to be involved in the design process. “Working on creating my favorite jacket of all time,” wrote Hailey—who also serves as creative director of her beauty brand, Rhode—on Instagram this week, alongside a mirror selfie featuring a black leather zip-up bomber with ruched cuffs and slanted front pockets.

Hailey Bieber wearing a Skylrk bomber jacket on April 14. DUTCH/Bauer-Griffin

As of now, there is no official timeline for when general consumers will be able to get their hands on Skylrk, though Bieber continues to tease its release with wavy, campaign-style shots on Instagram.

Bieber’s business partner Neima Khaila, who previously shared a behind-the-scenes look at Skylrk on his own social media, has already tempered expectations on when the brand might launch: “We been calibrating for like 3 years, they not ready bro,” Khaila wrote last April.

According to filings obtained by The U.S. Sun, Bieber’s team requested an extension to file statement-of-use documents for each of its previously granted Skylrk trademarks in November 2024, ostensibly as a result of the brand’s stalled rollout. Thus, the concept-to-commerce pipeline chugs along.

Well, skylark is a genus of songbirds, such as the Eurasian skylark, that are generally noted for their ability to sing during flight. Per Merriam-Webster, “skylark” is also a nautical verb meaning to frolic or scamper about the rigging of a ship. Some solid inspiration there, for sure.

It is also the surname of Chip Skylark, a fictional disillusioned pop star—voiced by a real-life pop star, Chris Kirkpatrick of NSYNC—from the Nickelodeon animated series The Fairly OddParents. Bieber, who recently turned 31, is squarely in the young-millennial demographic that grew up watching the OddParents-era of Nick cartoons, so I’d put money on the animated former boy-bander (who would perform his big hit, “My Shiny Teeth And Me,” with waning gusto) having some sort of influence on the name here.

Not unrelatedly, Bieber may have even dropped the first breadcrumb about this brand all the way back in 2018, when he shared a photo of himself alongside actress Bella Thorne at Coachella with the caption, “Meet SKYLARK TYLARK (my alter ego).” Now, seven years later, we’re about to meet a “Skylrk” of a different feather.

This story, which was originally published on April 18, 2025, was updated on April 23 to clarify the employees on Skylrk’s design team. Additional reporting by Samuel Hine.