Seoul-based streetwear brand known for its 90s-inspired graphics, technical fabrics, and high-profile footwear collaborations.
ORIGIN
South Korea
PRICE TIER
contemporary
Launched in Seoul in 2010 by founders Nadan Cho, Jonkyu Choi, and Inwook Park, thisisneverthat has become a trailblazer for Korean streetwear on the global stage. The brand channels a mutual passion for 90s and early 2000s subcultures, blending vintage-inspired graphics, military cuts, and skatewear influences into its collections. Initially an underground favorite, the label gained significant traction after being worn by K-pop artists, quickly amassing a cult following. Its aesthetic is defined by oversized fits, text-heavy designs, and a unique fusion of laid-back basics with technical materials like GORE-TEX.