thisisneverthat

Since its 2010 inception, Korean streetwear brand thisisneverthat continues to showcase its rudimentary-meets-futuristic aesthetic in an evolving line of laidback basics. Originally a player in the South-Korean underground scene, the ready-to-wear label—helmed by Cho Nadan, Park Inwook, and Choi Jonkyu—has since amassed a cult following amongst avant-garde fashion devotees across the globe. Inspired by the vibrant subcultural scene of Seoul, the design trio’s fresh, playful, and modern take has won over K-pop stars and actors. Wool button-down shirts, medium-wash denim jeans, logo-printed hoodies, and matte bucket hats speak to the brand’s effortless cool. Meanwhile, an ever-evolving range of print, jacquard, and patchwork outwear rendered in monochromatic, colorblocked, and two-tone designs elevate everyday essentials. With a growing line of fluid staples, thisisneverthat continues to alter the streetwear status quo.