thisisneverthat Men's Miscellaneous

Founded in 2010 by Cho Nadan, Park Inwook and Choi Jonkyu, Thisisneverthat is a Seoul-based streetwear label that blends modern elements with traditional menswear. Deeply connected to Seoul's street and culture scene, the brand became a global phenomenon in the late 2010s, thanks to its clean streetwear staples with a Korean twist. The brand presented its first full collection in 2018 and immediately hit the ground running, leading up to collaborations with brands like Clarks, New Era, Timberland and New Balance. The Thisisneverthat New Balance collab brought forth several models, including the wildly popular 550, which further cemented the brand as one of the streetwear brands of the past decade.