Justin Bieber shares first look at new project after dropping hints for years

Something big is coming for Justin Bieber.

Over the past 24 hours, the “Baby” hitmaker, 31, has been sharing sneak peeks at what appears to be a forthcoming clothing brand called SKYLRK on Instagram.

First, Bieber dropped a captionless photo showing a colorful assortment of sweatshirt sleeves with the label’s logo. In the following post, the singer tagged @skylrk next to more sleeves lined up in a row, as well as a handful of beanies underneath.

And, if you look behind the table of product, you’ll see a mood board featuring street style photos of Bieber decked out in SKYLRK, presumably.

Bieber then shared a slideshow of a red sweatshirt, various sunglasses, and a puffy blue phone case with the caption “👨🏻‍🍳” — implying that something has been cooking behind the scenes.

“YES CHEF 👨🏼‍🍳,” fashion critic Kim Russell, aka @thekimbino, wrote. “The phone case is giving Rhode vibes,” another user said.

SKYLRK’s new Instagram page has yet to post anything, but it’s swiftly racking up plenty of followers, including, of course, wife Hailey Bieber.

And though this info may be relatively new to the public, it seems Bieber has been secretly testing out his new brand for years.

In December 2023, Bieber stepped out in white sneakers with “SKYLRK” on the bottom. According to The Sun, he filed three trademarks using SKYLRK Holdco, LLC, in 2023, planning to release products with close friend Neima Khaila. However, the launch was pushed back at the time.

It seems the production ramped up in 2025, as Bieber has recently been spotted wearing what looks to be SKYLRK’s beanies on multiple occassions.

This isn’t Bieber’s first foray into the fashion world; in 2020, he co-founded Drew House with stylist Ryan Good and designer Gianpiero D’Alessandro.

Some fans noticed that he stopped promoting Drew on his Instagram page and has removed the brand in his bio, now replacing it with @skylrk. While it’s unclear when exactly customers might be able to get their hands on the new duds, SKYLRK does have a website where fans can sign up to be alerted.