In a surprising move, global pop sensation Justin Bieber has publicly severed his association with Drew House, the clothing label he helped establish, declaring that the brand no longer reflects who he is today. His statement, posted briefly to his Instagram Stories before being deleted, urged fans not to support the brand if they supported him as a person.

Justin Bieber took to Instagram to post a Story of Cutting Ties

The now-vanished post featured a screenshot of Drew House’s Instagram page, overlaid with a message: “I, Justin Bieber, am no longer involved with this brand. Drew House doesn’t stand for me, my family, or my life. If you support the real me, don’t spend your money on Drew House.”

Interestingly, this announcement came shortly after Bieber released a cryptic animated video. The short clip showed a cartoon version of the singer entering a home filled with Drew House merchandise. He then ignites the space using a match, walking away with wife Hailey and their infant son, Jack Blues Bieber, as the house burns. The video ends with the word “SKYLRK,” sparking speculation about a new project on the horizon.

Fans React to the Decision

The video has been interpreted by fans as symbolic of an artistic farewell to Drew House and a teaser for what’s next. Some noticed that the match used to set fire to the animated house bore the same logo seen in branding connected to Bieber’s rumored new venture, SKYLRK.

Bieber’s relationship with Drew House goes back to 2018 when he co-founded the brand alongside his longtime collaborator and former stylist Ryan Good. Officially launched in January 2019, Drew House became known for its playful designs and signature yellow smiley face logo, capturing a loyal following worldwide.

Justin Hints of New Brand

While Drew House was once a reflection of Bieber’s creative expression, the recent developments indicate that he’s moving in a new direction one that prioritizes personal values, privacy, and perhaps a reimagined approach to fashion through SKYLRK.

As the singer distances himself from a brand he helped build, fans and industry insiders alike are watching closely to see what his next chapter will bring.