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THISISNEVERTHAT
Since its launch in 2010, South Korean streetwear brand thisisneverthat has carved out a futuristic, minimalist aesthetic with an ever-evolving range of casual basics. Founded by Cho Nadan, Park Inwook, and Choi Jonkyu, the brand initially gained traction in South Korea's underground scene before capturing an international audience with its avant-garde approach to fashion. Rooted in the vibrant subcultures of Seoul, thisisneverthat's playful and modern designs have attracted K-pop idols and actors alike. The brand is also known for its high-profile collaborations with Converse and New Balance, elevating their sneaker offerings with unique, bold designs. Whether it’s button-down wool shirts, mid-wash jeans, logo hoodies, or bucket hats, thisisneverthat’s offerings deliver laid-back coolness. Additionally, the brand's outerwear collection, with prints, jacquard patterns, and patchwork, takes everyday essentials to the next level. With a growing range of versatile basics, thisisneverthat continues to redefine streetwear, blending innovation with classic design.
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