Justin co-founded the streetwear brand with Ryan Good, Justin’s former road manager and stylist, who was introduced to him via Usher. They launched in 2019 and quickly sold out, known for their hotel slippers and clothing branded with smiley faces and the brand name (which is a reference to Justin’s middle name).
The singer has been teasing the end of the Drew era for a moment. Last week, he shared an animated video of himself going into a house filled with Drew merch — and a literal toxic pool — and setting fire to it, before walking away with wife Hailey and their son.
He then tagged SKYLRK and has gone on to post several items, such as sunglasses and phone cases, that appear to be from the new brand.
But the final nail in the coffin came when Justin wrote of Drew in a now-deleted Instagram story, “I Justin Bieber am no longer involved in this brand.”
“Drewhouse doesn’t represent me or my family or my life. If your rocking with me the human Justin Bieber dont waste ur money on Drewhouse,” he continued.
A source connected to Justin and Drew House subsequently told People, “The SKYLRK announcement was a slap in the face to all the people who had been working hard on the next Drew House release…Also some of his employees were affected from the Palisades and Pasadena fires…That video he used to burn the house down was highly inappropriate and insensitive but that’s who he really is.”
That being said, the severance of ties is somewhat unsurprising given that co-founder Ryan was one of the people from the singer’s former management that Justin appeared to block on Instagram at the beginning of the year, which also included Scooter Braun.
The following month, a representative for Justin said that he was doing well and that the year had been “very transformative for him as he ended several close friendships and business relationships that no longer served him.”
As for what really went down, only time will tell.