Since last year, Justin Bieber has been teasing the launch of his new fashion brand, Skylrk. Though the pop star is no stranger to debuting his own clothing label—he co-launched his former venture, Drew House, in 2018—his latest passion project has been kept more of a mystery. While he has posted Skylrk prototypes on his Instagram and often shares outfit selfies tagging the brand, he has stayed mum about the launch date—and what, exactly, he’s launching—until now.

Today, Bieber quietly launched his Skylrk e-commerce website, and his assortment of goods are now ready for Beliebers to purchase. Not dissimilar to his former streetwear brand Drew House—which focused on smiley-print hoodies, sweatpants, and slippers—Skylrk is his first solo venture offering comfort-oriented pieces, including zip-up hoodies, moulded rubber sandals, and sculptural sunglasses, all in a sprightly assortment of bright colors. (Prices range from $40 for the colorful beanies, to $200 for his “upside down” sunglasses.)

Photo: Courtesy of Skylrk

Photo: Courtesy of Skylrk

In eye-popping shades like sky-blue, Barbie pink, and bright red, Bieber’s Skylrk is clearly for fans of wearing bold statement colors. But unlike his former Drew House, there is more refinement to the brand; no flashy logos in sight. Instead the pieces focus on interesting silhouettes and color plays. (His beach slides featured a shapely architectural upper; Bieber was wearing them nonstop out on the streets, long before today’s launch.)

What is is interesting is how Bieber is taking a more discrete, if-you-know-you-know approach to launching this brand. There was no splashy runway debut or big campaign announcement. “Soooooo exciteddddddd for @skylrk,” he simply teased on Instagram a few days ago, sharing some photos of his sandal designs. The star seems to be relying on organic interest and fan traffic to kickstart the brand. Though, he has enlisted wife Hailey Bieber to model some of the pieces before they launch: Just earlier this week, she wore a yellow Skylrk beach robe. In terms of marketing value, having Hailey soft-launch your brand is, well, pretty much priceless.

Photo: Courtesy of Skylrk