Since its inception in 2010, thisisneverthat has been on a journey of defying fashion norms, and today, it stands tall as a trailblazer in the world of Korean streetwear. Embracing the essence of sports and streetwear, the brand’s design philosophy revolves around the fusion of rudimentary and futuristic aesthetics, resulting in an evolving line of laidback yet undeniably cool basics. Initially, thisisneverthat emerged as a humble player in the vibrant underground scene of Seoul, South Korea. But with a unique vision and artistic proficiency, the brand quickly caught the attention of fashion enthusiasts worldwide, garnering a cult following among avant-garde devotees seeking a fresh and playful take on contemporary style. The creative talent behind thisisneverthat lies in the hands of Cho Nadan, Park Inwook and Choi Jonkyu, whose collective vision drives the brand forward. Inspired by the subcultural landscape of Seoul, they channel a vibrant energy into each garment they create, resulting in a fusion of modernity and timeless allure. The brand presents a diverse array of print, jacquard and patchwork outerwear that adds dimension to everyday essentials. Monochromatic, colorblocked, and two-tone designs elevate classic staples, turning them into statement pieces that evoke admiration.
