Overview

• Skylrk’s e-commerce site launched July 10, offering a candy-colored mix of beanies, hoodies, tanks, slide sandals, mules and bubble-framed sunglasses.
• The collection’s discreet, logo-free aesthetic emphasizes bold silhouettes and vibrant hues, distinct from Bieber’s Drew House designs.
• Bieber collaborated with lead designer Finn Rush-Taylor, drawing on his experience with Adidas, Puma, Vivobarefoot and Crocs.
• Social media teasers from Bieber and model appearances by Hailey Bieber helped build organic anticipation ahead of the soft launch.
• Bieber retains full creative control of Skylrk as he stakes a fresh claim in the celebrity streetwear market.