Streetwear has become a defining aspect of youth culture and fashion in South Korea. This booming market, characterized by a blend of Western influences and unique Korean aesthetics, has made South Korea a hotbed for emerging streetwear brands. Among these, thisisneverthat has risen to prominence as the number one streetwear brand in the country. The primary demographic for streetwear includes teenagers and young adults, particularly those aged 15 to 30. The top 10 streetwear brands in South Korea by sales include thisisneverthat, Ader Error, 87MM, Pushbutton, Hyein Seo, D-ANTIDOTE, Andersson Bell, ROKH, Hyein Seo, and the well-known international brand, Supreme.
thisisneverthat was founded in 2010 by a trio of visionary designers. The brand was born out of a desire to create unique streetwear that resonates with the urban youth culture in Seoul. The founders’ philosophy centers on producing high-quality, limited-edition pieces that combine classic and contemporary styles.
The brand name reflects their approach to design—constantly challenging conventions and creating pieces that are unexpected and original. This philosophy is evident in their diverse product categories, which include apparel such as hoodies, T-shirts, jackets, pants, and accessories like bags and hats. Most popular products include their signature logo hoodies, graphic tees, and collaboration pieces.
One of the aspects that make the brand special is their attention to detail and commitment to quality. The brand is known for its experimental designs and the use of premium fabrics. They have also established a reputation for their limited drops, which generate significant buzz and often sell out quickly.
thisisneverthat has engaged in several high-profile collaborations that have further solidified their status in the streetwear world. Notable collaborations include partnerships with global brands like New Balance, GORE-TEX, and JanSport. These collaborations blend the brand’s unique aesthetics with the iconic styles of their partners, resulting in highly coveted, limited-edition collections.
thisisneverthat in Global Scenes
Beyond South Korea, thisisneverthat has gained a substantial following in countries like Japan, the United States, Canada, the United Kingdom, and various European nations including Germany, France, and Spain. The brand’s appeal in Japan is particularly notable, where collaborations with Japanese brands like VERDY and 1LDK have been immensely popular, often selling out immediately upon release.
Public figures, celebrities, and influencers have played a significant role in promoting the brand. K-pop stars such as Swings, Giriboy, and Reddy are frequently seen wearing the brand, which has helped to elevate its profile both domestically and internationally. The brand’s items are often paired with other high-end streetwear brands like Supreme, BAPE, and Palace, making them a versatile choice for fashion enthusiasts.
For instance, thisisneverthat hoodies and graphic tees are commonly styled with Supreme accessories or paired with New Balance sneakers, creating a look that seamlessly blends Korean streetwear with global trends.
Where Can I Buy thisisneverthat?
thisisneverthat products can be purchased through various channels, both online and offline. The brand has its own official online store, which offers international shipping, making it accessible to a global audience. Additionally, thisisneverthat products are available on popular online retailers like MUSINSA, SSENSE, END. Clothing, and HBX.
In South Korea, the brand operates several flagship stores in key locations such as Seoul and Busan. These stores not only offer the latest collections but also serve as cultural hubs for streetwear enthusiasts. Internationally, thisisneverthat has a flagship store in Tokyo, Japan.
In the dynamic world of streetwear, thisisneverthat has emerged as a leading brand that captures the essence of urban youth culture in South Korea and beyond. With its innovative designs, high-quality products, and strategic collaborations, the brand has established a strong presence in the global fashion scene. As the popularity of streetwear continues to grow, the brand’s is well-positioned to remain at the forefront, offering unique and stylish options for fashion-forward individuals around the world. Whether you’re a dedicated streetwear aficionado or new to the scene, exploring thisisneverthat’s collections is a must for anyone looking to elevate their style.
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