thisisneverthat® launched in 2010 under the concept of sports and streetwear. While many are familiar with its foundation, few have truly understood its initial vision, set up by 3 key co-founding members; Nadan Cho, Jonkyu Choi, and Inwook Park. Together, they wanted to realize a global, multicultural brand that’s focused on streetwear aesthetics, rather than something straight out of the norm in Seoul or Asia.
The brand has realised a tremendous milestone in terms of its influence, where art, music and underground cultures from across the world have allied themselves with thisisneverthat’s ethos, creating a brand that is a mixture of streetwear, workwear, and techwear.
As part of thisisneverthat’s vintage mood, the brand’s Spring/Summer 2023 collection, succinctlynamed “X” (as in Gen-X), evokes the spirit of the 90’s with its print-heavy button ups, sports jerseys and easy Oxford shirts and cargo trousers. There is a touch of inspiration from automotive racing, baseball and football in its presentation, with a dab of that 90’s flair.
The brand’s SS23 collection features light outerwear, shirts, graphic print street essentials, and a wide array of bottoms marked by bold patterns and striking colours. Of course, its sweatshirts and tees are rendered with its signature thisisneverthat logo.
What’s getting us excited however is the return of argyle on short-sleeve silhouettes for those warmer days. And for those cool spring mornings? Slip into their range of pullovers and hoodies, drenched in seasonal hues to kickstart a colourful day.With this latest drop, thisisneverthat® is truly a brand worthy of our attention.
The latest SS’23 collection now available at CROSSOVER in-stores & online.