No One Told Justin Bieber That Apathy Isn't Cool Anymore

by: Lucy Jones | 2 weeks ago | News

Justin Bieber's Drew House lookbook. Image source

Caring is cooler than ever among young people. Us ~millennials~ wear our hearts on our sleeves and we aren't afraid to stand up for what we believe in. Maybe that's because we feel like we have to, what with the impending climate change crisis and all.

Apparently no one told Justin Bieber that apathy is out and caring is in before he launched his new brand Drew House tho. The singer's very generic new line of beige clothing has this mission statement:

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

The label sells corduroy sweaters, corduroy shorts, corduroy jackets, corduroy pants and corduroy shirts. Oh, and some oversized smiley face sweaters and t-shirts too. Drew House's aesthetic is 90s skater meets Yeezy Season Two and it has already drawn criticism for its similarity to Kanye West's clothing line.

View this post on Instagram

open house link in bio

A post shared by Drew House (@drewhouse) on Jan 29, 2019 at 12:15pm PST

Drew House is made for kids that DGAF, but do these kids even exist?

"House of Drew aims to turn customers into anthropomorphic shrug emojis at a time when kids do, in fact, really care," The Daily Beast's Alaina Demopoulos writes.

"Nearly one year after the Parkland students galvanised a generation into activism, leading the way for teens across the country to protest and organise before many of them were even old enough to drive, it’s disheartening to see Bieber’s team give fodder to the stereotype that kids are materialistic and lazy."

Bieber's apathetic teens are overwhelmingly white and thin, a casting decision that makes his brand feel even more out of touch in 2019.

The Drew House website doesn't provide customers with any information about where Bieber's clothes are made because it assumes they wouldn't care. But studies have shown that millennials do care about sustainability. The youth-led protests that have taken place all around the world over the past year prove that they care about a lot of other stuff too. So they are probably not that interested in "chilling" at Drew House. K, bye!

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