Introducing: thisisneverthat

While Japan has long been considered Asia’s foremost nation when it comes to cutting-edge fashion, the last several years have seen this title come into contention following South Korea’s rapid rise to prominence.  

Having already established an unavoidable presence overseas through the dominating musical force that is K-Pop, an international appreciation has gradually been growing for one of the country's other notable exports – fashion. 

Although many labels have played a part in amassing South Korea’s cultural cache, one name stands above the rest, that name being thisisneverthat. 

Established in 2009 by Cho Nadan, Park Inwook and Choi Jonkyu, TINT has spent over a decade gaining traction whilst defining a niche within the landscape of contemporary streetwear. Amalgamating influences from the likes of Supreme and Stüssy whilst providing its own unique flair, the brand leans heavily into casual staples, imbuing tees, sweatshirts and hats with an array of graphics that range from clean and minimal to loud and colourful. 

Alongside such staples however, come a range of other offerings which hint at the brand’s true greatest strength – its versatility. Unafraid to venture outside of typical streetwear territory, the brand’s collections have come to encompass traditional denim pieces, preppy knitwear and even more technically inclined outerwear.