Founded in 2010 in Seoul, South Korea, THISISNEVERTHAT is a contemporary streetwear label created by Cho Nadan, Park Inwook, and Choi Jonkyu. The brand draws inspiration from American street culture, vintage sportswear, and utilitarian military aesthetics, combining functionality with understated design.
Known for its muted color palette, oversized silhouettes, and minimalist details, THISISNEVERTHAT has become a staple in the global streetwear scene. The brand frequently collaborates with major names like Nike, New Balance, and GORE-TEX. Whether it's a hoodie, jacket, pants, or accessory, every piece reflects the brand’s philosophy of finding the extraordinary in the everyday.