Justin Bieber Shares Telling Video After Major Announcement
On Thursday, pop superstar Justin Bieber shared a major announcement as he rolled out his new brand "Skylrk." After a series of posts teasing a few products from the new brand, Bieber capped off his announcement with a new video.
Throughout the day on Thursday, Bieber shared posts on social media that revealed more and more about the brand. The first post simply included a circle with the brand's logo in the middle in nine different colorways. Follow-up posts included glimpses of a hoodie, sunglasses, a phone case, and some shoes.
On Thursday night, Bieber shared another piece of his new brand announcement – an animated video.
The video, which is set to the song "MANIAC" by Eddie Benjamin, begins with an animated version of Bieber riding a motorized scooter down a suburban street.
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Bieber's character then arrives at a run-down home filled with images from his apparel and streetwear brand "House of Drew." After walking around the house for a moment, Bieber's character pulls out a pack of matches with the "Skylrk" logo and drops a match on the floor, burning the house down.
With the "House of Drew" burning in the background, Bieber's character walks up and embraces an animated version of his wife, Hailey Bieber. Then, both Justin and Hailey's character walk together to a new home shaped like the "Skylrk" logo, while pushing a stroller, in reference to their new son, Jack.
The video is telling as it seems to mark the end of "House of Drew" and the beginning of "Skylrk," which is presumably a collaboration with his wife, Hailey.
Justin launched "House of Drew" with Ryan Good back in 2018 and actively wore and promoted the brand for years. However, he has not been actively promoting the brand on social media in recent months and has not been seen wearing the brand recently.
Bieber has not given any timeline on when the new brand will begin sales, but based on this video, it's clear that "Skylrk" is here and "House of Drew" is no more.