Son Heung-min waves as he arrives at Incheon International Airport in the white NOS7 T-shirt that first drew attention to the brand, on May 24, 2022.YONHAP
Son Heung-min is shutting down NOS7, the lifestyle brand he built around his own name four years ago, to dedicate his time and energy purely to football.
NOS7 said Wednesday that the clothing brand will close on Dec. 31, four and a half years after it launched in June 2022.
"Today, with a heavy heart, we’re sharing some difficult news: After careful consideration, NOS7 will be closing its chapter as of December 31, 2026," the company said in a notice on its website and social media accounts. "The decision comes from Son Heung-min’s wish to dedicate the time he has left as a player fully to football, and to bring even greater joy to fans in doing so.."
"The years NOS7 has spent on this journey have been meaningful and joyful ones, made possible only by all of you who walked alongside us.," the company said. "We hope NOS7 will be remembered as a brand that brought a little comfort and happiness into your everyday life.."
The company's name is derived from Son's surname spelled backward and the number he wore at Tottenham Hotspur and now at Los Angeles FC, while also plastering the motto "Nothing, Ordinary Sunday" on its site.
The company filed trademark applications in 15 categories beyond clothing, among them beverages and optical and telecommunications equipment. Son's aunt, Gil Seong-mi, runs it as CEO.
The Korean talisman walked through Incheon International Airport in a plain white NOS7 T-shirt weeks before the launch, days after he was named co-winner of the Premier League Golden Boot. Fans then lined up before opening at the brand's first pop-up store, in Gangnam District, southern Seoul. The two-week run sold out and closed a week early.
A notice titled "Our Final Chapter" on the NOS7 website announces that the brand will close on Dec. 31.SCREEN CAPTURE
Celebrities including IU, Suzy, Byeon Woo-seok and Le Sserafim's Kim Chae-won have worn NOS7 pieces.
The brand opened flagship stores in the Sinsa-dong area of Gangnam District, southern Seoul, and in Myeongdong in central Seoul in 2024. Only the Sinsa-dong store is still open.
The brand has begun a final sale both online and offline before the Dec. 31 closure, with major items marked down 30 to 50 percent.
This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
