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  • thisisneverthat

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  • Started in 2009 in Seoul, South Korea, thisisneverthat is the contemporary streetwear brand redefining style for a global audience. Co-founded by three friends, Jongkyu Choi, Nadan Cho, and Inwook Park, the brand, labeled as the “Supreme of South Korea,” takes inspiration from international style, underground cultures, and the trio’s surrounding artistic environments. Script logos and illustrated graphics pair with tailored silhouettes for an intersection of normcore and skatewear, while technical puffer jackets and sneaker collaborations with New Balance and Hoka elevate the brand through function and cachet. Bridging the gap between cultures and identities, thisisneverthat is offering a uniquely modern approach to streetwear that is effortlessly cool and unconventionally transformational.