Justin Bieber's SKYLRK Just Became a $15 Million Empire — And He's Not Slowing Down

By Conner Tighe

Justin Bieber's independent streetwear brand, SKYLRK, has quietly become one of the biggest artist-merch stories of the year. Officially launched in July 2025 after Bieber walked away from Drew House — the brand he co-founded in 2019 and publicly cut ties with that April — SKYLRK gave him full creative control for the first time, backed by co-founder Neima Khaila of Pink Dolphin and designer Finn Rush-Taylor, a footwear specialist who's worked with Adidas, Puma, and Crocs.

The brand had been building in the background for years. Bieber and wife Hailey were spotted wearing unreleased SKYLRK pieces as early as late 2023, long before the label had a name attached in public.

How Justin Bieber SKYLRK Took Over Coachella

Everything changed at Coachella 2026. Bieber headlined the festival for the first time, and SKYLRK set up shop right alongside it — a "SKYLRK Oasis" installation plus retail points on the grounds. SKYLRK generated $5.04 million in merchandise sales during weekend one alone, blowing past the festival's previous two-weekend merch record of $1.7 million — and by the end of the full two-weekend run, that number had climbed to a reported $15 million.

Bieber also became the highest-paid artist in Coachella history at a reported $10 million appearance fee — meaning merch sales alone nearly matched, then blew past, what the festival paid him to perform.

The strategy behind it: Bieber wore unreleased pieces on stage before they hit shelves, turning his own set into a runway. Weekend one debuted items like an "Apple" green fleece hoodie and Speed Demon sunglasses; weekend two brought denim shorts and new accessories.

Beyond Fashion

SKYLRK isn't staying in its lane. In June 2026, Bieber teased SKYLRK's move into audio — speakers and over-ear headphones branded "SKYLRK AUDIO," with no pricing or release date yet. He also linked up with Shark for a limited-edition ChillPill cooling device in a custom "Heat" colorway for Coachella.

Resale has followed suit — SKYLRK pieces are now trading on StockX well above retail, with items like the Speed Demon sunglasses and Coachella-exclusive hoodies fetching $300–$500+.

For an artist whose fans have spent the last few years asking for new music over new merch, SKYLRK's numbers suggest Bieber found a way to give them both at once.