Couverture & The Garbstore

Brand Focus

Introducing: thisisneverthat

Hailing from Korea, thisisneverthat brings a steady supply of streetwear staples to the Garbstore roster for AW22.

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 teessweatshirts 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 piecespreppy knitwear and even more technically inclined outerwear

Building upon the blueprint set forth by its forebears, thisisneverthat has come to represent the best of South Korea’s street fashion, holding its own against industry heavyweights whilst maintaining a uniquely Korean perspective. The brand’s impact has also not gone unnoticed within the wider industry, having earned enough recognition to helm collaborative projects with a host of leading labels, including Garbstore favourites Gramicci, Clarks Originals and New Balance

So, whether you’re more inclined towards subtle spell-outs or something more statement-worthy, thisisneverthat has you covered, and will definitely be worth keeping an eye on. 

Explore the brand's AW22 range now, online & in-store.

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