thisisneverthat

thisisneverthat was founded in 2010 in Seoul by Korean designers Cha Joonpyo, Park Inwook, and Im Bumje as a streetwear-anchored Korean menswear brand specifically focused on what the founders described as 'the cultural conversation between American 1990s skate-and-streetwear and contemporary Korean youth culture.' The brand has been one of the defining post-2010 Korean streetwear brands, with a particularly strong position in the post-2015 Korean-streetwear-export conversation that has paralleled the broader K-pop and K-fashion cultural moment. The thisisneverthat vocabulary settled around several recurring elements: heavyweight cotton tees and hoodies with the brand's iconic 'thisisneverthat' typographic logo (deliberately rendered in lowercase as a deliberate-design choice), deconstructed denim and workwear-derived skate trousers, the brand's iconic T-Logo embroidered programme, the long-running thisisneverthat × New Balance, thisisneverthat × adidas, thisisneverthat × Reebok, thisisneverthat × Carhartt WIP, and thisisneverthat × Beams collaboration capsules, and a colour palette anchored to washed-black, washed-navy, ecru, oxblood, plus reflecting the brand's reflecting use of saturated red, electric-blue, and the K-pop-aesthetic accent combinations. The brand is independent and held by Joonpyo, Inwook, and Bumje. thisisneverthat operates flagship retail in Seoul (Hannam-dong — the brand's home neighbourhood; Hongdae; Gangnam), Tokyo (Shibuya Parco), Taipei, Shanghai (Anfu Road), plus international wholesale through SSENSE, MR PORTER, MATCHES, HBX, Patta, Slam Jam, the broader Asian streetwear-specialty network including Boontheshop, and the substantial Japanese department-store distribution network. The brand has been one of the most-visible post-2010 Korean-streetwear brands of the broader K-fashion-export generation.