Justin Bieber shows as fluffy teddy bear to promote streetwear brand

On Saturday, Justin Bieber donned a soft teddy bear outfit for the promotion of the streetwear brand.

The brand has been in development for a while and features an enormous, skater-inspired aesthetic. It is named Drew House, which is a play on his middle name, Drew.

During some downtime, the pop icon held a promotional meet & greet with fans outside of his new shop site.

As he went from place to place addressing fans while costumed as the bear to promote his most recent collection, the Yummy crooner seemed to be in a happy mood. On Friday, he uploaded pictures of the event to his Instagram account.

"Drew house is a community," according to the brand, "a place where you can be yourself and loved, encouraged, safe, and valued."

Later that day, while eating a bowl of ramen, Justin Bieber sported a yellow beanie hat, and a puffy yellow jacket, with the hood up over his head.