Son Heung-min’s personal fashion brand NOS7 is set to shut down, with the brand telling fans that the Los Angeles FC forward wants to devote himself “completely” to football for the remainder of his playing career.

The announcement, titled Our Final Chapter, was posted on NOS7’s official Instagram account. The brand explained that it was originally created to become part of Son Heung-min’s everyday moments of relaxation and to bring that same sense of comfort to its customers. It then confirmed that, after careful consideration, NOS7 will cease operations on December 31, 2026.

NOS7 said the decision reflects Son’s desire to fully dedicate the rest of his playing career to football and bring more joy to his fans through his performances on the pitch. The brand also thanked supporters for their continued support over the years, describing the journey as a deeply meaningful one.

NOS7’s history dates back to May 2022, when Son returned to South Korea from England wearing a plain T-shirt featuring a logo combining his surname and shirt number. Shortly before that, he had become the first Asian player to win the Premier League Golden Boot. The following month, the brand made its official debut with a pop-up store at Boon the Shop, operated by Shinsegae Department Store in Seoul. It later expanded into an online store and introduced a wider range of casual clothing.

According to reports, a NOS7 collaborative figurine released in 2025 sold out within a single day. In March this year, the brand launched a self-developed fabric collection as part of its 2026 Spring/Summer collection. As recently as May and June, NOS7 also teamed up with cartoon brand MNH for a World Cup-themed pop-up event in Seoul’s Seongsu district, where a limited number of previously sold-out collaborative figurines were re-released.

Son Heung-min captained South Korea at the 2026 FIFA World Cup in North America this summer. However, South Korea finished third in Group A with one win and two defeats, collecting three points and failing to advance to the knockout stage. Under head coach Hong Myung-bo, Son was mostly used as a substitute throughout the tournament.

At club level, Son left Europe and joined Los Angeles FC before the start of the World Cup. However, his recent form has been disappointing. As of late August, he had gone seven consecutive matches without a goal or assist, including three Leagues Cup matches and four MLS games.

Los Angeles FC have won just one of their last five league matches. His teammates have pointed out that opponents have changed the way they defend against Son, with many teams now assigning a dedicated defender to mark him in most matches.

Whether the timing of NOS7’s closure is simply a coincidence or connected to Son’s recent struggles on the pitch remains unclear. However, NOS7’s own statement makes one thing clear: the decision is intended to allow Son Heung-min to focus fully on the remainder of his football career.