Justin Bieber Finally Reveals New Project! First Look Inside After Years of Teasing

Justin Bieber is gearing up for a major launch.

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In the last day, the 31-year-old singer known for his hit “Baby” has been teasing glimpses of what seems to be a new clothing line named SKYLRK on his Instagram page.

Bieber initially posted an image without a caption that displayed a vibrant collection of sweatshirt sleeves branded with the SKYLRK logo. In a subsequent post, he tagged @skylrk, showcasing an organized display of sleeves and several beanies placed below.

A closer look beyond the displayed products reveals a mood board adorned with street style images of Bieber, likely wearing SKYLRK apparel.

Bieber continued the tease with a slideshow featuring a red sweatshirt, assorted sunglasses, and a puffy blue phone case, captioning it with a “” emoji, hinting at something brewing behind the scenes.

Fashion critic Kim Russell, known on Instagram as @thekimbino, responded with “YES CHEF .” Another user commented, “The phone case is giving Rhode vibes.”

While SKYLRK’s own Instagram page has not posted yet, it is quickly gaining followers, including Bieber’s wife, Hailey Bieber.

Although this venture into a new brand might seem sudden, Bieber has been discreetly promoting SKYLRK for some time. In December 2023, he was seen wearing white sneakers that featured “SKYLRK” on the soles. According to The Sun, he registered three trademarks under SKYLRK Holdco, LLC, in 2023 with plans to launch products alongside his close friend Neima Khaila, though the launch was delayed.

Production appeared to have increased by 2025, as Bieber has been observed wearing SKYLRK beanies on several occasions recently.

This is not Bieber’s first venture into fashion. In 2020, he co-founded the brand Drew House with stylist Ryan Good and designer Gianpiero D’Alessandro.

Some eagle-eyed fans noted that Bieber ceased promoting Drew House on his Instagram and has replaced it with @skylrk in his bio. While it’s not confirmed when the new merchandise will be available for purchase, SKYLRK does offer a website where fans can sign up for updates.