I'm a Belieber...
What Justin Bieber’s New Fashion Brand Can Teach Founders About Trademark Timing | I Am What an Intellectual Property Attorney Looks Like.
Hey Fam,
Okay, let’s have a Bieber moment.
Well… another kind of Bieber moment.
Justin Bieber is set to headline Coachella 2026.
But before he hits the stage, he’s already making noise with a different kind of debut — his fashion brand: Skylrk.
After months of soft teasers, Skylrk went live this past summer with bold-colored slides, oversized hoodies, and clean, wearable silhouettes.
But while the launch looked effortless from the outside, the real story started long before the first product dropped.
Because behind every great fashion brand is a great IP strategy.
But here’s the thing: Bieber’s Team Filed Their First Trademark in 2022 — Then Strategically Paused
But why?
And how?
And what difference did it make?
In this Founder’s Letter, we’ll unpack how Bieber’s team filed early, paused, and refiled strategically — blocking a copycat abroad and showing every founder what it really takes to protect their brand runway. If you’ve ever wondered when to trademark before your big launch, this one’s for you.
Ready?
Let’s get into it.
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But First, Church Announcements:
Introducing the “Leverage Your Brilliance” Series
Starting this October, I’m thrilled to announce a new four-part workshop series designed for creators, thought leaders, and culture-shapers who want to protect, monetize, and leverage their brilliance.
Whether you’re a speaker, musician, educator, or entrepreneur — your ideas are valuable.
And it’s time to treat them that way.
Each week, we’ll dive into a different area of intellectual property (IP), giving you tangible strategies to safeguard your work and position your brilliance for long-term impact and income.
All sessions will be held at 8 a.m. PST on the following Thursdays:
So Register Here to Save the Dates:
October 16
October 30
November 13
December 4
Workshop Lineup:
What to Do Before You Brand: October 16, 2025
The pre-legal foundation that helps you build a brand worth protecting.
Copyrights for the Culture: October 30, 2025
From music to course materials, learn how to protect the creative works you’ve poured your soul into.
Introduction to IP Licensing: November 13, 2025
A breakdown of how licensing works, what to watch for, and how to get paid while keeping ownership.
Social Impact Licensing: Success Stories: December 4, 2025
Real-life case studies of brands who’ve turned impact into income without compromising their mission.
Sign Up for Our First Workshop Here:
Let’s close the year strong — with strategy, clarity, and protection for the intellectual property that’s been building your legacy all along.
Now, back to our regularly scheduled program…. :)
What made Bieber take a Trademark Timeout?
According to USPTO records, Skylrk’s first trademark filing was submitted in May 2022, covering footwear and sunglasses.
But here’s the kicker — they later abandoned that application.
Most people would see that and think the brand was dead in the water.
But instead, Bieber’s team came back stronger — filing 13+ trademark applications over the next two years, covering everything from:
Casual footwear
Apparel
Sunglasses
Fashion accessories
And other streetwear staples
This wasn’t indecision.
It was strategy.
Because in trademark law, the first to file has priority — and those early filings helped delay or suspend an Australian application that tried to register a similar mark in overlapping classes.
In short: they didn’t just protect the brand.
They cleared the runway for it.
This Is the Power of Long-Term Brand Strategy
In an industry where launches can be fast and reactionary, this was a two-year plan in motion.
Skylrk didn’t just appear out of nowhere — it was built with intention.
Bieber’s team understood three key things:
You don’t always hit “file” and walk away.
Sometimes you withdraw, regroup, refile.
You monitor what’s happening in the marketplace.
You play defense and offense.
You clear the lane before you take the shot.
This is especially critical if:
Your brand name is stylized or has multiple variants (Skylrk vs. Sky Lark)
You’re launching in waves (slides first, then apparel)
You’re going global (Australian filings are a whole thing)
Filing one broad application and walking away can leave you exposed.
Filing strategically — over time, across classes and categories — gives you protection and leverage.
When we first started Firm for the Culture, my team and I filed early to make sure our legal services were protected. We wanted to secure the core goods and services that were essential to our trademark application.
Shortly after obtaining our registration, we expanded our brand protection to include additional categories — apparel, shoes, hats, and other swag items that represented our growing community.
This wasn’t random; it was a staggered, strategic approach to building both brand identity and intellectual property strength.
By coordinating filings over time, we ensured that our protection grew in step with our brand’s visibility and impact.
In trademark world, priority is everything.
Whoever files first — even if the brand isn’t in full swing yet — gets a legal head start.
Those early filings can stop other businesses from entering the same lane, especially when they’re trying to register confusingly similar marks.
That’s exactly what Bieber’s team did.
By filing early, they created a paper trail that said: “We were here first.”
So when another party in Australia tried to register a similar name in overlapping categories, Bieber’s early filings gave them the right to challenge — and halt — that application before it could take root.
Think of it like staking your claim before you even break ground. You may not have built the house yet, but the land — and the legal rights that come with it — are already yours.
Early filings are also a form of brand insurance. They protect your long-term plans, your eventual pivots, and even your future collaborations.
Because in today’s market, a brand doesn’t just live and breathe in one category anymore — it expands.
It scales.
It gains loyalty and community.
Think about it: The podcast becomes a merch line. The course becomes a community. The logo turns into a lifestyle.
When you file early, you’re protecting all of that future potential.
That’s why Bieber’s team was able to halt similar trademark efforts in Australia.
Their early filings created a legal basis to challenge conflicting applications before they had a chance to cause damage.
Takeaway:
If you know you’re building a brand — even if you’re not launching yet — consider filing early under an intent-to-use application.
It’s a worthwhile investment and gives you the legal stake you may need down the road.
Skylrk is a signal for beliebers.
It represents Justin Bieber’s next chapter: cleaner design, refined identity, and a distinct lane separate from the loud, logo-heavy merch collabs of his early career.
And because his team secured the intellectual property from day one, they didn’t have to scramble later — no reacting to knockoffs, no brand confusion, no domain-name battles, no fake merch pages, no copycat social handles.
They got to tell the story their way.
That’s the power of trademark law when it’s used proactively — it puts you in the driver’s seat.
Owning your IP means you control how your brand evolves, not how others interpret it. It means your story isn’t filtered through bootleggers, opportunists, or bad actors who profit off your likeness or legacy. It means when the world talks about your brand, they’re talking about your message, not a misrepresented version of it.
This matters not just for global artists like Bieber, but for every founder and creator building something meaningful. If you don’t own your IP, you’re essentially renting your reputation — and landlords can change the terms overnight.
When you own your IP, you set the terms. You get to decide who can collaborate, who can license, and how your brand shows up in the world. You decide what legacy looks like.
That’s why I always say: trademark law isn’t just legal protection — it’s creative direction. It’s the tool that lets you preserve not only your profits, but also your principles.
So What Does This Mean for You?
Even if you’re not building the next celebrity-backed streetwear line, here’s what you should ask yourself:
Are you building something you plan to scale?
Are you planning a launch — or a pivot — in the next 6–12 months?
Do you have a name you’d be devastated to see someone else use?
If the answer is yes — now’s the time to get strategic.
File before you announce.
Refine as your brand evolves.
Secure your rights early, so you can launch on your terms later.
And if you’re not sure where to start? Let’s talk.
And if you have questions, come to our upcoming trademark ask me anything workshop this Thursday: What to do before you brand.
You won’t regret it :).
Have you ever delayed launching something because you weren’t sure if the name was protected?
Or worse — had someone launch a brand you thought you had locked down?Drop your stories below.
Let’s make sure your “Skylrk” moment is protected from the jump.
Need Help Protecting Your Creativity?
If you are unsure—or if you know you need to take action—reach out to us.
We have helped countless founders and creatives safeguard their intellectual property, and we would love to do the same for you.
If you need further guidance, reach out to me and my team at Firm for the Culture.
We’re here to help you navigate the copyright, trademark, and thought leadership journey.
Can’t wait to help you protect your dynamic impact.
And #ThatsAWrap
The Doors of the Church Firm Are Open
Thanks for reading
See you next time.
Love this! Explained impeccably and definitely gets me thinking about my next steps in my life. Like how do I want myself & potentially my brand show up & standout amongst the rest. Absolutely love all of the work you’be done & continue to do!