Beijing time (CEST), September 3 – According to official announcement, Son Heung-min's fashion brand NOS7 will cease operations by the end of this year.

Official Statement

Hello everyone, this is NOS7.

NOS7 started with a simple wish – to become part of Son's daily leisure time and bring that comfort into your lives. Since then, we have worked hard to connect with you through better products and more attentive service.

Today, with a heavy heart, we announce a difficult decision: after careful deliberation, NOS7 will cease operations on December 31, 2026.

This decision stems from Son's personal desire to dedicate all his remaining time as a footballer to football, and thereby bring more joy to fans. We sincerely apologize and genuinely hope you can understand and accept this decision with an open heart.

NOS7's journey has been meaningful and joyful, and none of this would have been possible without each and every one of you who walked this path with us.

We hope NOS7 will be remembered as a brand that brought a little warmth and happiness into your daily lives. To all who have loved and supported NOS7, we offer our most sincere gratitude.

We hope you will continue to cherish the warmth that Son and NOS7 have strived to share with you. Once again, thank you sincerely.

With gratitude, NOS7 (End)

NOS7's origins trace back to May 2022, when Son returned to South Korea from England wearing a plain t-shirt with a logo combining his surname written backwards and his squad number – shortly after he became the first Asian player to win the Premier League Golden Boot. The brand officially launched the following month with a pop-up store at Shinsegae Boon the Shop in Seoul, later expanding to an online store and a range of everyday apparel.

Notably, a character collaboration doll that launched in 2025 sold out in a single day, and the brand released a self-developed fabric collection in March this year as part of the Spring/Summer 2026 collection. In May and June of this year, NOS7 and character brand MNH hosted a World Cup-themed pop-up store in Seongsu-dong, Seoul, and re-released a limited edition version of the same character collaboration doll that had previously sold out.

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