Established in 2010. thisisneverthat is a contemporary brand known for its minimalist aesthetic and urban-inspired designs. Influenced by the 90s subculture of Seoul which is infused with Japanese and American influences. the South Korean label has developed a cult following among Korea's K-pop. rap and art scenes and street style icons.

• Denim fabric
  
• Bio washed
  
• Side logo label
  
• 100% Cotton