"The most unexpected collab ever": Internet reacts as Justin Bieber teases his footwear brand SKYLRK in collaboration with Kai Cenat and Gunna

Justin Bieber has quietly unveiled his latest venture—a fashion brand called SKYLRK—following months of speculation and cryptic teasers. The brand made its first real appearance on April 15, when Bieber posted a series of photos on Instagram showcasing various clothing pieces and accessories. Justin Bieber tagged Kai Cenat and Gunna in an Instagram post and wrote:

“Should we activate @skylrk @gunna @kaicenat ?”

Despite the minimal fanfare, the move appears to mark a new chapter in Bieber’s evolving relationship with fashion:

"The most unexpected collab ever," a fan wrote on Instagam about the collaboration.

Internet reacts as Justin Bieber teases his footwear brand SKYLRK in collaboration with Kai Cenat and Gunna

"Justin and Kai cooking up something big," a fan wrote on X.

"Biebs is just out here making new friends like it's a TikTok collab," an X user commented.

"You can just tell by the way gunna said "yea" he doesn't wanna be near kai and was most likely was forced to do a collab with him," another user wrote.

"Never thought i’d see bieber and kai in the same sentence unless it was a dream," another user reacted.

"We getting a collab, a twitch stream, or a fistfight?" one wrote.

"Justin Bieber asking if he should "activate" Kai Cenat like he’s a Yu-Gi-Oh trap card is insane," another wrote.

SKYLRK marks a bold and vibrant shift in Justin Bieber’s fashion evolution

SKYLRK seems to signal a departure from the more muted, neutral tones of DREW House, Bieber’s existing streetwear label, co-founded in 2019. While Drew is dialing things back a bit to take on a simple, humble aesthetic inspired by Essentials, SKYLRK is stepping up, going for bold and experimental colors straight out of another world.

Popping shades of neon pinks, vivacious lime greens, and electric oranges take the spotlight for the brand. It is a fashion project that's more daring, wilder, and edgier—taking fashion into the more exciting and vibrant streets of expression.

Hailey Bieber also subtly plays an important role in the creative process. In a recent Instagram Story, she hinted at her participation by tagging the brand while wearing a sleek black leather jacket, teasing that she was working on designing her favorite version of the staple piece. Though she didn't elaborate on the specifics, there is no doubt this project is collaborative at times and deeply personal.

Justin has been actively using his personal account to generate buzz, tagging influencers like Kai Cenat and rapper Gunna, and even inviting fans to play for team SKYLRK.

This DIY-style marketing approach mirrors Bieber’s current stylistic transformation under the guidance of Jenna Tyson, who began working with him in late 2024. Tyson’s influence has brought a fusion of Bieber’s familiar baggy fits with directional pieces from designers like Willy Chavarria, enhancing his sartorial presence.

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While SKYLRK is just getting some wider exposure, the visual identity of this new thing sets it apart from Justin’s previous work. For now, the brand adds a vibrant layer to Bieber’s creative portfolio, leaving fans to wonder what’s coming next in fashion or otherwise.

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