Since the Seoul-based streetwear label, thisisneverthat has experienced an explosion in popularity concurrent with the rise of K-Pop, it’s fairly common to see the two linked whenever thisisneverthat is being introduced to a new audience. While showing up in a BTS video only accelerated the thisisneverthat’s turbo-boosted high profile status, the connection between the two goes beyond simple name-dropping.
What K-Pop does in taking a deceptively simple starting point, pop music, and executing it to almost superhuman levels of perfection, thisisneverthat does with the extremely generalized category of streetwear and multitasks. Here is a brand that's modern yet vintage—a perfect balance of retro 90s streetwear appeal and modernity. There's a deep reverence for the past without ignoring the past or the future. thisisneverthat is many things, but never that dreaded word: boring.