This story was updated on April 21, 2026 to include sales figures for Coachella weekend two.

Justin Bieber broke a slew of records at Coachella 2026 — or Bieberchella, as Beliebers have dubbed this year’s festival. Bieber is the highest-paid artist in Coachella history ($10 million); spurred the highest-ever ticket demand; his performance was the most Googled in Coachella history. He also sold more merch in the first weekend than any other artist has over Coachella’s two weekends.

Via his brand Skylrk, as of Tuesday, Bieber sold a total of $15 million worth of product over both weekends of Coachella, the brand confirmed exclusively to Vogue Business, smashing the festival’s previous merch sale record of $1.7 million. After making $5.04 million in sales over weekend one, Skylrk sold an additional $10 million, both to festival goers and online. The pieces went live on Skylrk’s website between the two weekends.

Bieber did have a leg up via an additional sales outlet: on top of the Skylrk-produced ‘Swag’ merch available alongside other artists’ merch in the artist merch tent, the brand also sold product at the Skylrk Shop, located next to its Skylrk Oasis, a respite space with shade and cool mist, which was open to all festival attendees. The goal across both lines, according to the brand, was to produce merch that is of higher quality and has a more distinct brand identity.

Bieber is the second artist to develop and produce merch under his own label, following Travis Scott doing so under Cactus Jack in 2025. As more artists launch their own fashion brands, this approach could provide a blueprint for a stronger integration between performers’ fashion and music projects. In the age of superfandoms, merch is already a big business opportunity. Producing merch under the Skylrk brand generated strong media impact value (MIV) for the brand, achieving $2.3 million to date in MIV, according to Launchmetrics. Skylrk has also seen a 3.09% increase in social media following since weekend one ended on Sunday, per Metricool.

Bieber officially founded Skylrk less than a year ago, in July 2025, after the artist began teasing the clothing brand back in December 2023. Throughout 2024, Bieber and his wife Hailey Bieber wore the brand consistently, before Bieber officially debuted the Skylrk site in 2025. Bieber has full creative control of the brand, alongside creative director Neima Khaila and designer Finn Rush-Taylor.

During his weekend one set, Bieber wore Skylrk’s double-reverse fleece hoodie zip-up in Apple with green embroidery, fleece open-neck tee in Smudge with tonal embroidery, and Speed Demon Sunglasses in black. Aside from the sunglasses, the products are not yet available to purchase. But to date, Bieber’s consistent strategy with Skylrk has been to wear pieces before they are sold. (The green Spot Hoodie Bieber wore to a basketball game in February 2026, for instance, was made available for purchase the following month.) The brand could not confirm whether this will be the case, but noted that this has always been so in the past. For weekend two, Bieber wore Skylrk denim shorts, beanie and sunnies — but his sleeveless hoodie was courtesy of California-based designer Greg Ross.

Bieber’s weekend one look may not be available just yet, but on Thursday April 16 — ahead of weekend two — in response to larger-than-anticipated demand, Skylrk made all of the merchandise available on-site at the festival available online as well, including additional pieces that dropped for weekend two. The brand initially uploaded the Coachella merch and made it available to festival-goers who waited in line but were unable to purchase products due to sell-outs, available either for purchase or pre-order. Skylrk then carried this strategy forward to weekend two, and expanded the online availability to those not attending Coachella too. Now that the festival is over, the pre-order for Coachella merch is closed.

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