thisisneverthat Lifestore 1 Items

thisisneverthat Lifestore

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.