Justin Bieber has a new clothing brand

The project has been in the works for more than a year, and yesterday Justin Bieber, along with his beloved wifey Hailey, made the happy announcement: the foundation of a new clothing brand called Drew House. 

The brand is named after Justin's middle name, Drew indeed, and it consists of hoodies, crewnecks, shorts, T-shirts and pants, both in cotton and corduroy. The mood of the collection is very relaxed and laid-back, as it's well reflected in the description of the brand in the 'About Us' section of the website: 

drew house is a place where you can be yourself. blah blah blah blahsdbksjdfhl wear like you don’t care. come chill. k. bye.

Taking a look at the images of the Drew House lookbook it seems clear that Bieber (or the real designer of the collection) drew (too much) inspiration from two specific brands, YEEZY and Chinatown Market. 
The color palette of the collection looks a lot like the one used by Kanye West in his Season 2: different tones of beiges and nudes dominated Kanye's designs, while in this case these nuances are featured in the shorts, pants and corduroy shirts. 

The other detail that will very likely by the object of the next Diet Prada post, is the logo, that yellow smiley face that instead of the smiling mouth presents the writing Drew. Well, that smile resembles a lot the Chinatown Market logo, especially for the shape of the eyes. 

Moreover, the images of the ad campaign follow different trends and aesthetics. The California tree-lined sunny driveway, for example, are the usual background of the Golf Wang shots, a brand which cares a lot about the bond with its city. In front of the lens we find simple, clean kids, who look effortless cool. 

The shots on the official Drew House Instagram page follow a very common trend, currently particularly strong especially in fashion photography: the return to analog photography, which seems to add more authenticity to the shots, as it was in the latest Miu Miu and MSGM campaigns. Last detail, the food: donuts and French fries to complete the American imaginary. 

The Drew House collection is now available here.