Thisisneverthat is a South Korean streetwear brand that stands out for its utilitarian and futuristic design within a range of minimalist basics in constant evolution since its creation in 2010. Founded by Cho Nadan, Park Inwook and Choi Jonkyu, the brand made its underground debut in South Korea before gaining cult status among fashion lovers around the world. Thanks to their innovative, playful and contemporary approach, the trio of designers has attracted the attention of celebrities and actors of the K-pop scene. This brand drew its inspiration from the excitement of Seoul’s subcultural scene.