A streetwear label established in 2020 has entered the formal process of winding up its operations following a period of trading difficulties.
VV Season, which positioned itself within the luxury casual wear market and conducted business exclusively through online channels, built a customer base exceeding 17,000 individuals across Instagram and Facebook platforms.
Official records published on September 7 confirmed that insolvency practitioners Kevin Ley and Adam Harris, operating from the firm S&W Partners, were appointed as liquidators on August 27.
This appointment marks the formal commencement of procedures to dissolve the business and utilise remaining assets to settle outstanding liabilities.
The company attracted attention from notable figures during its early expansion phase.
Professional footballer Dion Sanderson, currently representing Derby County, was photographed with VV Season merchandise, helping to elevate the brand’s visibility among sports audiences.
According to his post, the year had not progressed as anticipated.
The second product launch of the year failed to sustain the commercial momentum achieved by the initial release, which was reported to have met its sales objectives.
The founder indicated he would approach certain business decisions differently if launching the enterprise again and expressed the need for continued customer backing throughout July to sustain operations.
A substantial clearance event offering seventy percent reductions was subsequently announced, with customers invited to share opinions on the label’s offerings.
VV Season’s digital storefront continues to display merchandise including shorts, t-shirts, headwear, outerwear, and sweatshirts.
However, no formal communication regarding the liquidation process had been published through the company’s official social media accounts at the time of reporting.
Liquidation represents the statutory mechanism through which a business concludes its affairs, with available resources distributed to creditors according to a legally defined hierarchy following the settlement of administration costs.
The VV Season case forms part of a broader pattern affecting the British retail sector, with multiple established names navigating insolvency proceedings during 2026.
Fashion retailers including LK Bennett, Claire’s, and Quiz have all ceased operations following administration, while Leading Labels announced plans to shutter its fifteen remaining physical locations after entering liquidation in May.
Whitbread Group confirmed closures spanning several restaurant brands throughout September, and organisations such as TG Jones alongside the British Heart Foundation each announced intentions to reduce their retail footprints by approximately 150 stores.
The cycling industry also experienced significant disruption, with Accell Group, parent company of the 139-year-old Raleigh bicycle marque, entering administration and placing the historic British manufacturer at risk of extinction.
Within the travel sector, numerous operators including Gold Crest Holidays, Asiara UK Ltd, and Global Vision International ceased trading or entered administration.
Wayfairer Travel Limited suspended all services pending administrator appointment, while airline operators Ascend Airways, EcoJet Airlines, Zenith Aviation Limited, and European Cargo all entered insolvency procedures.
Courier firm Yodel faces phased discontinuation following acquisition by InPost.
Reports also indicated that supermarket chain Morrisons was exploring potential sales of select in-store pharmacy operations as part of ongoing cost reduction measures.
Despite these closures, certain retailers announced expansion plans for the remainder of 2026, with supermarket chains Aldi and M&S alongside health and beauty retailer Superdrug confirming new store openings.
Fashion brands Evans and Bodycare returned to British high streets having previously closed all physical outlets.