thisisneverthat

thisisneverthat is one of South Korea’s most iconic streetwear brands, embodying the laid-back, effortlessly cool vibe that has made Korean fashion a global phenomenon. Since its establishment in Seoul in 2010, the brand has grown into a cultural staple for streetwear enthusiasts, blending classic influences with modern sensibilities.

The Story Behind thisisneverthat Founded by three friends—Jiyong Kim, Cho Nadan, and Park Inwook—thisisneverthat started as an independent label inspired by global street culture. The name itself reflects their philosophy: it’s intentionally ambiguous, leaving room for interpretation while rejecting the idea of being tied down to a single identity or trend.

Signature Style thisisneverthat is known for its relaxed, oversized fits and minimalist designs that often feature bold graphics and typography. Their collections draw inspiration from vintage Americana, skate culture, and 90s nostalgia, while maintaining a distinctly Korean aesthetic. The brand’s ability to balance simplicity with striking details makes it a favorite among those who value understated yet impactful fashion.

Collaborations and Global Reach Thisisneverthat has steadily gained international recognition through collaborations with major brands like New Balance, GORE-TEX®, and Vans. These partnerships showcase their ability to merge Korean streetwear with global influences while staying true to their roots. Their limited-edition drops often sell out quickly, highlighting their growing popularity both in Korea and abroad. In addition to clothing, thisisneverthat frequently releases accessories such as hats, bags, and sneakers that complement their collections.