Thisisneverthat is a Korean streetwear brand designed by Cho Nadan, Park Inwook and Choi Jonkyu. Launched in 2010, the brand quickly became an underground staple and its popularity spans distinct communities within Seoul’s arts scene. After nearly a decade in business, Thisisneverthat presented their first runway show in Seoul Fashion Week with total looks such as normcore-ish plaid, chambray button-downs and medium-wash denim, printed parkas, hoodies, and puffer vests. When Jungkook from K-pop group BTS wore a Thisisneverthat shirt in “Save Me” video, the brand gained in exposition and popularity. Opening the way to Korean rappers Giriboy, MC Meta and Mad Clown. Soon the fashion scene started comparing the brand to cult brand Supreme and collaborations followed with Vans, Reebok, Puma or lately New Balance.
