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Justin Bieber surprised employees at his fashion brand when he cut ties with the company. Here’s how he added insult to injury.
On April 10, Justin Bieber took to his Instagram account to publicly sever ties with his fashion brand, Drew House. In a since-deleted Instagram story, Bieber instructed fans to stop buying from the brand he co-founded with his stylist, Ryan Good. Instead, he wanted them to pay attention to his new brand, SKYLRK. The announcement came as a painful shock to Drew House employees.
Justin Bieber took to Instagram to announce he was cutting ties with his fashion brand
On Thursday, Bieber posted a screenshot of the Drew House Instagram account. He overlaid the image with text telling fans to stop supporting the brand.
“I Justin Bieber am no longer involved in this brand. Drew House doesn’t represent me or my family or life,” he wrote, per People. “If your [sic] rocking with me the human Justin Bieber don’t waste ur money on Drew House.”
Bieber also shared an animated video of himself riding a scooter to a home filled with Drew House-branded products. Bieber lights the house on fire and then walks away from the burning building to where his wife, Hailey Bieber, stands. They push a stroller with their son to a brightly lit building. The animated video ends with the words “SKYLRK,” which appears to be his new fashion brand.
Justin Bieber’s Instagram post came as a shock to employees
Sources say that Bieber’s promotion of SKYLRK and denunciation of Drew House has come as a nasty shock to his employees.
“The SKYLRK announcement was a slap in the face to all the people who had been working hard on the next Drew House release,” a source connected to Bieber and Drew House told People.
The animated video felt particularly offensive, as Drew House has employees who were impacted by the fires in Los Angeles at the start of this year.
“Also some of his employees were affected from the Palisades and Pasadena fires,” the source said. “That video he used to burn the house down was highly inappropriate and insensitive but that’s who he really is.”
Previous posts on social media have drawn the attention of fans
Earlier this month, Bieber’s Instagram account drew the attention of fans. His ex-girlfriend, Selena Gomez, got engaged to music producer Benny Blanco in 2024. They recently released the album I Said I Love You First together.
Bieber appeared to reference Gomez’s engagement on his Instagram account when he shared a clip of The Lord of the Rings’ Gollum holding up a ring in awe. The caption read “Girls on social media when they get engaged.”
Social media users immediately began to call the post embarrassing, pointing out that Bieber has been married since 2018 and recently became a parent. While Bieber never named Gomez in the post, fans believe the timing is highly suspicious.
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