South Korean streetwear brand thisisneverthat was founded in Seoul in 2009 by Cho Nadan, Choi Jonkyu and Park Inwook. It didn’t take long for thisisneverthat to establish itself as a fixture of the burgeoning streetwear scene in their home country, thanks in no small part to the support of musicians from the rap and K-pop communities. Due to the brand’s popularity, the trio was quickly able to put collaborations with big players such as Nike and Gore-Tex into effect, which gave their name recognition a further boost.
thisisneverthat’s core competency includes unrestricted functionality paired with timeless, seasonally appropriate colors and second-to-none shapes, as well as integrating the aesthetics of classic US streetwear brands. So, it’s no surprise that the Seoul-based label had some of its weatherproof pieces made from Pertex® for its current collection.
Nevertheless, despite the high demands on its own designs, thisisneverthat knows how to keep the prices within a reasonable range, which is not necessarily a matter of course for brands from this region.