WHATDOYOUTHINKABOUT is a kidswear brand launched in Korea in 2026. Based in Seoul, it offers children’s clothing, hats, and other items as the kids’ line of NOCONTENT. In its official statement, the brand advocates creating clothes that move away from conventional images of children’s clothing and connect children’s everyday lives and imagination with stories, proposing garments to be worn in daily life rather than only for special occasions.
Concept
WHAT DO YOU THINK ABOUT moves away from the typical image of childrenswear, bringing a chic and slightly rebellious mood to life in a playful way. Every piece is designed with the thought, “I would love to see my own child wearing this.” Rather than being reserved for special occasions, our clothes are made to become part of everyday life. When it is time to get ready for school, we ask children what color they want to wear. On a day dressed entirely in red, they might become gochujang. On a day they choose green, they might become a grasshopper. Beyond simply making clothes, WHAT DO YOU THINK ABOUT is built around a desire to tell stories.