Tagline
NOT NEW / NOT UNIQUE
NOT NEW (Korean name: 낫뉴) is a Korean lifewear brand that began operating in 2025. Its official website lists an address in Seoul. The brand offers everyday items, mainly clothing, as well as hats and bags. Its official profile states that it pursues “the beauty of what already exists” and regards familiarity and ordinariness as strengths rather than flaws. It values things that have become familiar through the passage of time and affection, and proposes lifewear suited to everyday life.
Concept
Pursues the beauty of what already exists and regards familiarity and ordinariness as valuable.