The End of an Era for Son Heung-min’s Lifestyle Brand
NOS7, the popular lifestyle and fashion brand launched by South Korean football star Son Heung-min and famously worn by top celebrities like IU and Suzy, is officially shutting down its business by the end of 2026. After approximately four years since its grand launch in June 2022, the brand announced through an official statement that its journey will conclude on December 31, 2026.
According to the brand, the difficult decision reflects Son Heung-min’s personal desire to dedicate his remaining professional playing career entirely to football. The company expressed deep gratitude to its customers, hoping the brand is remembered for providing moments of comfort and relaxation in everyday life.
Celebrity Endorsements and the Journey of NOS7
The name NOS7 is a creative combination of ‘NOS’βSon’s English surname spelled backwardβand his iconic jersey number 7. It also draws inspiration from the chant ‘Nice One, Sonny’ used by Tottenham Hotspur fans. Promoted under the concept of ‘Nothing, Ordinary Sunday,’ the brand expanded its reach into 15 different categories, including apparel, beverages, and optical devices, managed by Son’s aunt, Gil Seong-mi.
The brand gained massive attention when Son Heung-min arrived at Incheon International Airport wearing a NOS7 T-shirt right before its official launch. Subsequent pop-up stores in South Korea saw intense ‘open-run’ queues, while major stars such as actors Byeon Woo-seok and Le Sserafim member Kim Chae-won boosted its profile by sporting the merchandise. Despite opening flagship stores in Seoul’s Sinsa-dong and Myeong-dong districts in 2024, only the Sinsa-dong location remained active.
As the final shutdown approaches on December 31, 2026, the brand is currently holding a final sale offering 30% to 50% off major products both online and at the Sinsa-dong flagship store, concluding media reports from South Korea.
