Justin Bieber Distances Himself from Drew House, Urges Fans to Stop Supporting the Brand
He leaves Drew House, the streetwear label he co-founded in 2019 with longtime friend and former stylist Ryan Good, from all his relationships with it, an announcement that has shocked many in fashion and celebrities. The pop idol from Canada delivered this message quite clearly. Via a brief but pointed Instagram Story on April 10, which was later deleted. Still, fans and media caught on immediately. Bieber shares a screenshot of Drew House's official Instagram page and writes to his followers, "I, Justin Bieber, am no longer involved in this brand. Drew House doesn't represent me or my family or life." It followed a request that fans who support him as a person refrain from spending their money on the brand.
Drew House Once Reflected Bieber’s Personal Identity, But No More
This separation is marked by a notable departure from Justin Bieber's earlier association with Drew House, the very brand that he helped curate into a recognizable name in fashion. The line was originally known for its casual, hotel-slipper-inspired look, complete with its trademark smiley face logo, marketed as a creative extension of Bieber's personality and lifestyle. Yet on the other hand, Bieber has changed his principles and direction, as seen by his most recent categorical disavowal. He has cut all ties with Drew House, which is something he once so passionately embraced, now declaring that it doesn't mirror his life or identity anymore. He didn't go into much detail, but the words indicate an absolute parting.
Cryptic Instagram Video Sparks Further Speculation
Most levied even more inquisitions on the cryptic clip Bieber shared soon after his public declaration. This animated reel revolves around a cartoon figure of the singer emerging from a house filled with Drew House merchandise, lighting a match, and sitting back to watch as the house burns down. Not that it merely ends with fire; the animation goes on as Bieber walks away from the fire toward some mysterious building with his wife Hailey and their animated toddler in a stroller. The message is rounded off with the word flashing on screen—SKYLRK—an element that has caused many to speculate about Bieber's next move. However, whatever it means, this video strongly suggests a new chapter in his private branding and creative endeavors.
A Clear Message to Fans: Support the Person, Not the Brand
On the Contrary to supporting a brand once tied to his identity, Bieber’s message emphasizes loyalty to him as a person. He openly asked his fans to stop purchasing from Drew House if they respected and supported his journey. Regardless of how well the brand continues to perform, his statement could deeply impact its credibility and fan base. In contrast to celebrity-founded brands that thrive on public figures' continued support, Drew House may now struggle to maintain the same cultural relevance. After all, when a founder walks away and publicly disowns their creation, the ripple effects can be long-lasting in both the fashion industry and among consumers.
