It spread in the 2000s in response to the huge demand for American brands such as Stüssy, Supreme, and Off-White among the country’s youth.
Because the Korean government massively taxed all products from abroad to prevent imports, streetwear fashion was not only rare but also extremely expensive. Few young South Koreans could afford it.
Thus, while increased taxation on imported products encouraged the emergence of the counterfeit market; entrepreneurs also scrambled to produce streetwear 100% Made in South Korea. At their disposal, the country had young creatives, artists, promising and talented designers. And the game was easy.
Visualizza questo post su Instagram
Labels such as Ader Error, Covernat, This is never that and later AJOBYAJO, to name a few, were born cutting-edge streetwear brands with an alternative approach to fashion, winking at American style; but distinguished by its own distinctly Oriental aesthetic, a peculiarity that has made it famous and loved all over the world.
The brand founded by Cho Nadan, Park Inwook and Choi Jonkyu in Seoul in 2010, is one of the most representative Korean Streetwear brands in the world. Loved by rappers and pop stars from the planetary fame of the K-Pop scene, This is Never That draws inspiration from Seoul’s subcultures. Because of his bold, laid-back style and interpretations of classic Streetwear garments, he has gained a huge following, worldwide.
Not surprisingly, ThisisNeverThat® uses high-quality, technical fabrics, logo-rich designs, reimagined oversized silhouettes, and minimal sweatshirts in eye-catching colors.
The label presents menswear collection including a variety of accessories every season.
Not only this, the brand produces visual graphic contents, such as styling lookbooks, editorials
and video clips to maximize the expression of seasonal concept and idea.
Each piece in the latest This is Never That Fall Winter 2022 collection is structured to pefectly match each other, the essential palette, the minimal style.