On April 10, Justin Bieber officially distanced himself from his fashion brand Drew House, urging fans to refrain from purchasing its products. The pop star took to his Instagram Stories to share the news. He immediately deleted it, but not before signaling that this brand does not speak for him, his family, or his lifestyle. With rumors swirling about the brand’s fate, Bieber times his move perfectly. Now people are beginning to speak out about how it resembles other fast-fashion products on the market.
In his Instagram post, Bieber directed a clear message to his followers: “If your [sic] rocking with me the human Justin Bieber don’t waste ur money on Drew House.” He emphasized his disconnection from the brand by stating, “I Justin Bieber am no longer involved in this brand. Drew House doesn’t represent me or my family or life.”
Drew House has an extensive line of products as well, including hoodies, sweatshirts, neckties, hats, and even plush robes. Over the years this brand has become increasingly associated with Bieber. The brand’s official Instagram page now sports zero posts, further deepening the mystery about what might happen next. Recent wildfires—including the Palisades fire and the Pasadena fire—have underscored the danger. As a direct result, employees connected to Bieber and Drew House are experiencing hardships.
Now Bieber’s taking that experience with a new, creative venture, called SKYLRK. Drew House has become a hugely successful fashion brand with everything from colorful sweat pants, jackets, slippers and much more. This has been the most eyebrow raising thing — not just among fans, but industry insiders. One source remarked, “The SKYLRK announcement was a slap in the face to all the people who had been working hard on the next Drew House release.”
Additionally, there are whispers regarding potential similarities between Drew House’s logo and Hailey Baldwin Bieber’s popular product, “The Lip Case,” from her brand Rhode. This may have created a further layer of controversy around Drew House’s branding strategy.
Drew House has announced no future release dates so far. This has led to further speculation on whether or not its future is safe in the cutthroat world of high fashion. PEOPLE reached out to representatives for Justin Bieber and Drew House. Unlike four months earlier, they never received a swift answer to their questions about what happened.