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thisisneverthat
Basic information
- Country
- South Korea
- Founded
- 2010
- Category
- Clothing / Bags / Accessories / Footwear / Lifestyle products / Art projects
Overview
thisisneverthat is a streetwear brand founded in Seoul, South Korea, in 2010 by Cho Nadan, Park In-uk, and Choi Jong-kyu. Centered on logos and graphics, it offers ready-to-wear including T-shirts, sweatshirts, outerwear, pants, and accessories. Inspired by 1990s Seoul subcultures, particularly the underground music scene, it operates as a creative collective that also produces photography and video. It has flagship stores in Tokyo, Osaka, Shanghai, and other cities.
Concept
THISISNEVERTHAT is a creative collective that produces graphic design, photography, and video content rooted in fashion. Founded in Seoul in 2010, the brand has continuously challenged the mainstream, drawing inspiration from 1990s Seoul subcultures, particularly the underground music scene.