Crossword Genius

It's always very harsh in the southeast (4)

Ross

I believe the answer is:

ever

I'm a little stuck... Click here to teach me more about this clue!

'it's always' is the definition.
(synonyms)

'very harsh in the southeast' is the wordplay.
I cannot really see how this works, but
'very' could be 'v' (common abbreviation) and 'v' is found in the answer.
The remaining letters 'eer' is a valid word which might be clued in a way I don't understand.
This may be the basis of the clue (or it may be nonsense).

Can you help me to learn more?

(Other definitions for ever that I've seen before include "At all times, always" , "Continually" , "Always and permanent" , "Veer away endlessly" , "Perpetually" .)

I've seen this clue in the Evening Standard.
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