CALMAR
Brands
thisisneverthat
Korean

thisisneverthat

Country
South Korea
Founded
2010
thisisneverthat.com@thisisneverthatthisisneverthat

Brand Story

thisisneverthat is a contemporary fashion brand based out of Seoul.

Excerpted from the brand's official website.

Timeline

  1. 2010

    Founded in Seoul

    Friends Choi Jonghyun, Kim In-tae, and Park Inwook launch thisisneverthat with a focus on US sportswear silhouettes.

  2. 2015

    International expansion begins

    thisisneverthat starts selling at SSENSE, Beams, and Nepenthes — first Korean streetwear brand to do so.

  3. 2018

    Adidas Originals collaboration

    Multi-season partnership with Adidas Originals featuring NBA-Jam-inspired retro graphics.

  4. 2023

    Birkenstock partnership

    thisisneverthat × Birkenstock Boston clog capsule sells out globally.