thisisneverthat T-Logo T-Shirt Heather Sage

Founded in Seoul in 2010 by Nadan Cho, Jonkyu Choi and Inwook Park, thisisneverthat emerged from South Korea's creative underground with a perspective shaped equally by Seoul and by the founders' time living in London and New York. Rather than simply channelling a single cultural identity, the brand built something genuinely multicultural, drawing on vintage Americana, outdoor gear, military surplus, 90s sportswear and skate culture and filtering it all through a distinctly Korean creative lens.

Over fifteen years on, thisisneverthat has grown into one of the most respected streetwear labels to come out of Asia, earning its reputation through consistently sharp design, a loyal global following and collaborations with Vans, New Balance, Puma and Hoka among others. Typography-heavy tees, relaxed hoodies, technical outerwear and considered basics sit at the core of the range, all reworked with the subtle graphic restraint and silhouette mastery that has made thisisneverthat one of the most talked-about names in global streetwear today.