Is Neurotica Still in Business? (2026 Update)
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Look for Neurotica on AmazonFull story →Victoria McGrane's dark, nature-inspired dress designs, built around prints like poison ivy and carnivorous plants, made Neurotica the first fashion business the Den ever agreed to fund, in series 6, episode 2.
Being first did not mean lasting. By most accounts the label folded a few years after its television moment.
A history-making deal
McGrane asked for £56,000 for 35% of the business, and Peter Jones backed her at those terms, a landmark moment simply because no fashion pitch had ever secured Den money before hers.
Fashion has historically made the panel nervous given how fast trends and margins move, so a first successful fashion deal carried weight for the show quite apart from what happened to this particular label afterward.
Why a fashion label this promising did not make it
Few categories punish a small label as fast as clothing does. A cut or a print that feels current one season reads as dated the next, and keeping pace with that treadmill takes a steady stream of capital that a small label rarely has.
Being the trailblazer also cut both ways: McGrane had no earlier Den fashion pitch to learn from, unlike every fashion founder who came after her and could study what had and had not worked.
What the record shows today
Public accounts describe the label running for roughly three years before it closed, having sold into Japan, the US and the UK along the way. McGrane later relocated to Australia and, after time spent travelling through Sri Lanka, launched a separate venture called The Scenic Route Style.
The original label is gone, and any Neurotica pieces surfacing on resale sites today reflect stock from that original run rather than anything still in production.