The encyclopedia · Strategy & Leadership · Strategic decision · 2025
Raheem Sterling's 1692 fashion brand was struck off after £1.05 million in losses
Raheem Sterling's 1692 Fashion clothing brand was dissolved at Companies House in 2025 after losses reached £1.05 million.
1692 Fashion Limited · Raheem Sterling · 2025-11-06
What happened
Raheem Sterling's fashion business, 1692 Fashion Limited, was struck off the register and dissolved at Companies House in 2025 after the footballer failed to file accounts for the 2023-24 financial year. The strike-off warning was issued over summer 2025, and the company was ultimately dissolved.
The brand, named after Sterling's shirt number, lost nearly three-quarters of a million pounds in its first year, with accumulated losses reaching £1.05 million by May 2023. The company did not challenge the compulsory strike-off notice, effectively bringing the venture to an end.
The brand was a celebrity-athlete fashion label that traded on Sterling's profile while he played in the Premier League. Like many athlete-owned clothing ventures, it struggled to convert fame into a sustainable business, and the decision to let the company be dissolved rather than file accounts marked the end of the project.
Why it happened
- The brand accumulated £1.05 million in losses while never building the scale or margins needed to break even.
- Filing accounts and staying compliant became a burden the owner chose not to continue, leading to the strike-off.
- A footballer's personal brand does not automatically translate into a profitable clothing line without a working retail and cost structure.
The lesson
An athlete's fame can launch a label but cannot sustain it — a fashion brand needs genuine demand and sound finances, and letting the company be struck off is how many celebrity ventures quietly end.
Aftermath
1692 Fashion Limited was struck off and dissolved at Companies House in 2025. No announcement of the brand's end was made to consumers. The case is part of a wider pattern of celebrity and athlete fashion brands that failed to turn a following into a profitable business.
Sources
- Raheem Sterling's fashion business COLLAPSES after suffering huge losses — Daily Mirror (Nov 2025)
- Raheem Sterling's fashion brand collapses after racking up huge losses — Daily Express (2025)
- Chelsea star Raheem Sterling's fashion brand 1692 struck off after £1m losses — City AM (2025)
spotted an error? The club wants to know.
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