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

Something exciting is on the horizon for Justin Bieber.

Over the past 24 hours, the 31-year-old singer has been teasing what appears to be his upcoming clothing brand, SKYLRK, on Instagram.

Bieber first shared a mysterious photo featuring a colorful array of sweatshirt sleeves with the brand’s logo. In a follow-up post, he tagged @skylrk, showcasing more sleeves neatly lined up alongside beanies. Behind the display, a mood board features street-style photos of Bieber sporting what seems to be SKYLRK pieces.

Continuing the sneak peek, he later posted a slideshow that included a red sweatshirt, multiple sunglasses, and a puffy blue phone case, captioning it with a simple “👨🏻‍🍳” — suggesting that something has been in the works for a while.

Fans were quick to react. Fashion critic Kim Russell commented, “YES CHEF 👨🏼‍🍳,” while another user noted, “The phone case is giving Rhode vibes,” referring to Hailey Bieber’s skincare brand.

Although SKYLRK’s official Instagram page hasn’t posted anything yet, it’s already gaining followers, including Hailey Bieber herself.

It turns out Bieber has been quietly working on this project for some time. Back in December 2023, he was spotted wearing white sneakers with “SKYLRK” on the sole. Reports indicate he filed three trademarks under SKYLRK Holdco, LLC, that same year with plans to launch the brand alongside his close friend Neima Khaila. However, the launch was reportedly delayed.

Fast forward to 2025, and it looks like production is now in full swing. Bieber has been spotted multiple times wearing what appears to be SKYLRK beanies.

This isn’t Bieber’s first venture into fashion. In 2020, he co-founded Drew House with stylist Ryan Good and designer Gianpiero D’Alessandro. However, some fans have noticed he’s stopped promoting Drew on Instagram and removed it from his bio—replacing it with @skylrk instead.

While there’s no official launch date yet, SKYLRK has a website where fans can sign up for updates. One thing’s for sure—something big is coming.