In a dramatic Instagram post, Justin Bieber announced that he is cutting ties with Drew House, the fashion brand he established in 2018.
The now-deleted Instagram story was posted on Thursday, April 10. In it, the “Love Yourself” singer drew an X over a picture of Drew House’s Instagram page.
“I Justin Bieber am no longer involved in this brand,” he wrote in the caption. “Drewhouse doesn’t represent me or family or life.”
He continued “If you’re rocking with me the human Justin Bieber don’t waste your money on drewhouse.”
The emotionally-charged announcement came a week after Bieber posted a cryptic video of an animated version of himself setting fire to a house full of Drew House items before introducing the logo to his new fashion venture, SKYLRK. Since then, Bieber has been posting photos of hoodies, sweatpants and hats tagging SKYLRK’s Instagram.
The Canadian singer founded Drew House with stylist Ryan Good in 2018. It was formally launched in January 2019, offering an array of streetwear goods with the iconic smiley face logo. Drew House quickly gained success thanks to the “Peaches” singer frequently being photographed wearing the brand. However, Bieber has not been seen sporting Drew House since 2023. He has also unfollowed Good on Instagram.