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Justin Bieber is officially ending his relationship with his own apparel label—and he isn't doing so quietly.
In a now-deleted Instagram Story, the 31-year-old pop star made it clear that he does not want fans to purchase at Drew House, the business he co-founded with his former stylist, Ryan Good, in 2018.
"I, Justin Bieber, am no longer affiliated with this brand. Drew House does not reflect me, my family, or my life," he stated with a screenshot from the brand's official Instagram page.
"If your [sic] rocking with me the human Justin Bieber don't waste ur money on Drew House."
And if that wasn't enough of a mic drop, Bieber followed up with a dramatic animated animation.
In the video, a cartoon version of himself walks into a Drew-branded house, strikes a match, and really burns it down. As the flames spread, Justin walks away in a stroller with his wife Hailey Baldwin Bieber and their kid Jack.
The trio walks approaching a bright new structure, and the screen displays the word "SKYLRK."
Fans have remarked that SKYLRK's logo seems quite comparable, particularly to Hailey's viral Rhode "Lip Case."
According to a source close to Bieber and some of his Drew House employees, not everyone is delighted with the rebranding.
"The SKYLRK announcement was a slap in the face to all the people who had been working hard on the next Drew House release," according to a source familiar with the story.
"In addition, some of his employees were affected by the Palisades and Pasadena fires." The video he used to fire down the house was extremely inappropriate and rude, but it reflects who he truly is."
While SKYLRK's official debut date is still unknown, its Instagram profile is up and running—though, for the time being, there are no postings.
#justinbieber #drewhouse #skylrk
