Fresh out of Seoul and fast becoming Korea's most coveted streewear label to date are thisisneverthat . Having collaborated with the likes of Gramicci, New Balance, Vans, Reebok and Puma since their inception in 2010, they're showing no signs of stopping. Designers and co-founders Cho Madan, Park Inwook, and Choi Junky take inspiration mainly from themselves, citing the styles of their friendship group as one of the main reasons for setting up the brand. This has resulted in an aesthetic which is full of youth and energy from floral Pertex down jackets to their unmistakable embroidered logo-heavy sweats