This weekend, all over the country, 4 and 5 year olds are trying on oversized, itchy blazers.
Thousands of pairs of little shoes - never to be as shiny again - are being lined up in hallways by nervous parents, doing their best to control their own emotions.
Similarly, 11 year olds are pretending to be brave as they check their kit lists for the first day of secondary school, unaware of how their mums and dads are also quietly pretending to be brave too - knowing that childhood innocence is about to evaporate.
University students are preparing to leave home, while the soon-to-be empty nesters who raised them try to work out what it will mean for them.
And adults everywhere, whether parents or not, ready themselves for the return of routine, normality and the gradual onset of autumn.
The point is that September is a really big deal.
In many ways, for lots of us, whether we've got kids or not, it’s the real New Year.
And Wylde is no exception.
We’re back. Bigger, better. And with some seriously exciting new produce and producers for you.
Go Wylde.