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By Megan Armstrong
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Is it still not clocking to you?
Justin Bieber explained during an October Twitch stream that he, creative director Neima Khaila, designer Finn Rush-Taylor, and the rest of his SKYLRK team modeled the brand's silhouettes and tones after renowned light-and-space artist James Turrell. The SKYLRK logo, Bieber said, is supposed to represent energy.
There couldn't be more positive energy emanating from Bieber after his debut Coachella headlining set last Saturday night.
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Bieber will return to the Coachella Main Stage to headline on Saturday, April 18, but he has already achieved everything one can imagine at Coachella. While the true triumph was that Bieber staged an evocative, genuine set, the hard data backs up that he and his SKYLRK brand also pulled off the most successful Coachella takeover by every available measure.
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Various outlets have reported that Bieber's $10 million for headlining Coachella is the richest earnings of any artist in the festival's history. Bieber also generated the highest ticket demand and the priciest tickets sold, while his 90-minute performance became the most viewed in Coachella history.
On Thursday, SKYLRK confirmed via email that the clothing and lifestyle brand sold $5.04 million worth of product last weekend alone, blowing Coachella's previous $1.7 million two-weekend record out of the water.
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According to Billboard, Bieber accumulated 24.6 million streams last Sunday, which is his highest single-day streaming total since July 18, 2025. He released "SWAG" on July 11. Bieber streams have continued to balloon throughout the week.
Maybe Coachella should consider a permanent "Bieberchella" rebrand.
SKYLRK installed a 10,000-square-foot "SKYLRK Oasis" space in the heart of the Coachella festival grounds and set up a SKYLRK Shop right next to it. Scope all of the available SKYLRK merchandise here if you need to scout before Weekend 2.
SKYLRK officially launched last July. During one of his Twitch streams, Bieber shared that the brand's name was derived from the skylark songbird. "I'm somewhat of a songbird myself," he said.
The ascension of SKYLRK has coincided with Bieber's Grammy-nominated "SWAG" album and its September counterpart "SWAG II," which reaffirmed that he is a once-in-a-generation songbird.
Bieber wore nothing but blue silk SKYLRK boxers and black SKYLRK socks while performing a stripped-back version of "YUKON" at the 2026 Grammys on Feb. 1, and he sported a SKYLRK outfit on the Coachella stage last weekend.
Read our review of Bieber's Coachella debut here, and watch clips from his set below.
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