Thisisneverthat is a South Korean fashion brand founded in 2010 by Cho Nadan, Choi Jongkyu and Lee Jiwon. The brand quickly gained popularity thanks to its contemporary streetwear aesthetic and its unique fusion of urban style, pop culture and references to art and music. Thisisneverthat has distinguished itself by collaborating with other world-renowned brands and launching collections that reflect the bold attitude and expression of urban youth. It has become a major player in the international streetwear scene and continues to influence contemporary fashion.