Justin Bieber steps back from Drew House

Justin Bieber has made the decision to step back from his involvement with Drew House, the fashion label he co-founded in 2018. The Canadian pop sensation, who has been a central figure in the brand’s identity and creative direction, is reportedly shifting his focus away from the day-to-day operations of the label. While Bieber has not publicly detailed the reasons behind his decision, sources close to the brand suggest that the move is part of a broader effort to prioritise his personal wellbeing and music career.

Drew House, known for its relaxed streetwear aesthetic and signature smiley face logo, has become a cult favourite among fans and fashion enthusiasts alike. Bieber’s departure from the brand’s leadership marks a significant change, as he has been instrumental in shaping its image and ethos since its inception. Despite stepping back, it is understood that Bieber will remain connected to Drew House in a more limited, advisory capacity.

The brand is expected to continue operating under the guidance of its existing creative team, with co-founder Ryan Good playing a more prominent role in steering its future direction. Industry insiders have noted that while Bieber’s reduced involvement may alter the public perception of the label, Drew House has built a strong enough foundation to maintain its momentum independently.

Fans in Australia and around the world have expressed mixed reactions to the news, with many taking to social media to share their support for Bieber’s decision and their hopes for the brand’s continued success. The announcement has also sparked speculation about potential changes in upcoming collections and collaborations, as the label adjusts to this new chapter without its most recognisable face at the helm.

The origins of Drew House

Drew House was born out of Justin Bieber’s desire to create a brand that reflected his personal style and values—comfort, authenticity, and a sense of playfulness. The name “Drew” comes from Bieber’s middle name, and the brand’s now-iconic smiley face logo, with the word “Drew” replacing the mouth, quickly became a symbol of its laid-back, unpretentious vibe. From the outset, the label positioned itself as more than just a fashion line; it was a lifestyle brand that encouraged self-expression and individuality.

The early days of Drew House were marked by a sense of mystery and exclusivity. Before its official launch in January 2019, the brand quietly released a limited number of pieces to select fans and influencers, generating buzz across social media. The initial drop featured oversized corduroy shirts, slouchy hoodies, and neutral-toned basics—all designed to be gender-neutral and accessible. This approach resonated with a younger audience, particularly Gen Z consumers in Australia and globally, who were drawn to the brand’s inclusive ethos and anti-fashion stance.

Unlike traditional fashion labels, Drew House embraced a direct-to-consumer model and relied heavily on digital platforms to build its community. The brand’s website and Instagram page became central hubs for fans to engage with new releases, behind-the-scenes content, and the brand’s quirky, irreverent tone. This digital-first strategy allowed Drew House to bypass conventional retail channels and connect directly with its audience, many of whom were already loyal followers of Bieber’s music career.

In Australia, Drew House quickly gained traction among streetwear enthusiasts and pop culture fans alike. Local stockists began to carry select pieces, and the brand’s signature smiley face tees and hoodies became a common sight at music festivals and on city streets. The relaxed, oversized silhouettes and earthy colour palette aligned well with the casual, sun-soaked aesthetic favoured by many young Australians, further cementing Drew House’s appeal in the local market.

As the brand evolved, it continued to experiment with new styles and collaborations, but its core identity remained rooted in comfort and authenticity. The origins of Drew House reflect a broader shift in the fashion industry towards more inclusive, personality-driven labels—an approach that has helped it stand out in a crowded market and build a loyal following that extends far beyond Bieber’s fanbase.

Partnership with Ryan Good

Ryan Good, Justin Bieber’s longtime friend and former stylist, has played a pivotal role in the development and success of Drew House. Often referred to as the brand’s creative architect, Good brought a wealth of industry experience and a deep understanding of Bieber’s personal style to the table. His influence helped shape the brand’s distinctive aesthetic—oversized silhouettes, muted tones, and a playful, unpolished vibe that resonated with fans seeking authenticity over high fashion polish.

Good’s partnership with Bieber was rooted in trust and a shared vision. Having worked closely with the pop star for years, he was uniquely positioned to translate Bieber’s laid-back, streetwear-inspired look into a cohesive brand identity. From the earliest design concepts to the launch strategy, Good was instrumental in ensuring that Drew House remained true to its founding principles of comfort, inclusivity, and self-expression.

Behind the scenes, Good took on the role of creative director, overseeing everything from product development to branding and marketing. His hands-on approach and eye for detail helped establish Drew House as more than just a celebrity vanity project. Instead, it became a legitimate player in the streetwear scene, with a growing presence in markets like Australia, where fashion-savvy consumers appreciated the brand’s relaxed, unpretentious ethos.

As Bieber steps back from the label, Good is expected to take on an even more prominent leadership role. Industry observers believe that his continued involvement will provide the stability and creative direction needed to guide Drew House through this transitional period. His deep understanding of the brand’s DNA and connection to its community make him a natural fit to carry the vision forward.

Australian fans, who have embraced Drew House for its unique blend of comfort and cool, are likely to see Good’s influence become even more pronounced in future collections. Whether through new collaborations, expanded product lines, or pop-up experiences tailored to local markets, his leadership is poised to keep the brand relevant and evolving—while staying true to the spirit that made it a hit in the first place.

Justin Bieber steps back from Drew House

Justin Bieber has officially announced his decision to step away from Drew House, the streetwear label he co-founded with longtime friend and former stylist, Ryan Good. The move marks a significant shift for the brand, which has become a cult favourite among Gen Z and millennial fashion enthusiasts since its public debut in January 2019.

Known for its signature smiley face logo and oversized silhouettes, Drew House has carved out a niche in the global streetwear scene, blending skate culture with a relaxed, gender-neutral aesthetic. Bieber’s departure from the creative helm signals a new chapter for the label, though he remains emotionally connected to the brand’s identity and community.

“It’s been an incredible journey building Drew House into what it is today,” Bieber shared in a recent statement. “But I feel it’s time for me to take a step back and allow the team to continue evolving the brand.”

While Bieber’s exact reasons for stepping back haven’t been fully disclosed, industry insiders suggest the pop icon is refocusing on his music and personal wellbeing. The brand’s creative direction will now be led by its in-house team, with Ryan Good expected to maintain a guiding role.

For Australian fashion followers, this development raises questions about the future of Drew House’s presence in the local market. The label has enjoyed strong resonance with Aussie consumers, particularly for its laid-back, coastal-inspired vibe that aligns with our casual yet curated streetwear culture.

As Drew House moves forward without Bieber at the forefront, the fashion world will be watching closely to see how the brand maintains its momentum and authenticity in an increasingly competitive streetwear landscape.

The origins and rise of Drew House

Drew House began as a passion project between Justin Bieber and Ryan Good, rooted in a shared vision of creating a brand that felt authentic, inclusive, and effortlessly cool. The label’s name, “Drew,” is a nod to Bieber’s middle name, and from the outset, it was clear the brand would reflect his personal style—relaxed, playful, and unpretentious.

Launched to the public in January 2019, Drew House quickly gained traction thanks to its distinctive branding and Bieber’s global influence. The now-iconic smiley face logo, often emblazoned across hoodies, tees, and corduroy sets, became a symbol of the brand’s carefree ethos. The pieces were intentionally oversized, gender-neutral, and designed to evoke comfort and confidence—qualities that resonated deeply with a younger, style-conscious audience.

What set Drew House apart in a saturated streetwear market was its refusal to follow traditional fashion cycles. Instead of seasonal drops, the brand released limited collections that felt spontaneous and community-driven. This approach created a sense of exclusivity and urgency, fuelling demand across international markets, including Australia, where the brand’s easygoing aesthetic found a natural home.

“Drew House isn’t just about clothes—it’s about a feeling,”

Ryan Good once explained in an interview.

“We wanted to create something that felt like a safe space, where people could express themselves without judgement.”

From its early days, Drew House was embraced by celebrities and influencers, helping to cement its status as a cultural touchpoint. In Australia, the brand’s relaxed silhouettes and sun-washed colour palette struck a chord with fashion-forward women seeking pieces that blend comfort with street-savvy edge. The corduroy shorts, fleece sets, and smiley-logo socks became staples in wardrobes from Bondi to Brunswick.

Despite its celebrity origins, Drew House cultivated a grassroots appeal, often using real fans and friends as models in its campaigns. This authenticity, combined with a strong digital presence and limited-edition drops, helped the brand build a loyal following that extended well beyond Bieber’s fanbase.

As Drew House evolved, it maintained its core values—positivity, inclusivity, and self-expression—while subtly refining its design language. The brand’s rise from a niche project to a global streetwear player is a testament to its unique positioning and the cultural moment it captured. For Australian fashion lovers, Drew House offered a refreshing alternative to fast fashion, with pieces that felt both personal and trend-aware.