Justin Bieber ‘no longer involved’ with fashion ‘brand’ Drew House

Justin Bieber is officially breaking up with his own fashion brand—and he's not exactly doing it quietly. 

In a now-deleted Instagram Story, the 31-year-old pop star made it clear he wants fans to skip the shopping cart when it comes to Drew House, the brand he co-founded back in 2018 with his former stylist, Ryan Good.

“I Justin Bieber am no longer involved in this brand. Drew House doesn't represent me or my family or life,” he wrote over a screenshot of 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 doubled down with a dramatic animated video. 

In the clip, a cartoon version of himself strolls into a Drew-branded house, strikes a match, and sets the whole thing on fire—literally. As flames rise, Justin walks away with wife Hailey Baldwin Bieber and their son Jack in a stroller. 

The trio heads toward a shiny new building, and the screen flashes the word “SKYLRK.”

Bieber has been teasing SKYLRK across social media lately, and the fiery cartoon reveal seems to make it official: it’s out with the old and in with the possibly Rhode-inspired new. 

Fans have noticed SKYLRK’s logo looks awfully familiar, especially to Hailey’s viral Rhode “Lip Case.”

According to a source close to Bieber and some of his Drew House staff, not everyone’s thrilled about the rebrand. 

“The SKYLRK announcement was a slap in the face to all the people who had been working hard on the next Drew House release," the source told PEOPLE. 

"Also some of his employees were affected from the Palisades and Pasadena fires. That video he used to burn the house down was highly inappropriate and insensitive but that’s who he really is.”

While SKYLRK’s official launch date is still under wraps, its Instagram page is already live—though, for now, it's keeping things mysterious with zero posts.