What looked like a reckless act of shock value was, in reality, a meticulously calculated move. Beneath the outrage and memes was a simple truth: Bieber was wearing his own brand. The boxers that had millions gasping belonged to Skylrk, his lifestyle label he’s been quietly building, piece by piece, away from the chaos that once defined his twenties. One performance, one pair of underwear, and sales reportedly surged overnight.
Yet the moment was about more than marketing. After canceling his 2022 Justice World Tour for health reasons, many wondered if he’d ever truly return. Standing nearly bare on the Grammy stage, he wasn’t hiding behind costumes or choreography. It was defiance, vulnerability, and rebirth all at once. The kid who grew up under a microscope had turned the gaze into a spotlight he now controls.
