Founded in Seoul in 2010 by Nadan Cho, Jonkyu Choi, and Inwook Park, thisisneverthat began with a vision to blend global streetwear aesthetics with a uniquely Korean identity, inspired by their experiences in cities like London and New York. This fusion is reflected in their visuals and editorials, often set in cities like London and San Francisco, drawing inspiration from vintage ‘80s and ‘90s magazine editorials. As trailblazers in South Korea’s burgeoning streetwear scene, they’ve played a key role in bringing Korean brands to the global stage.
