Founded in Seoul in 2010, thisisneverthat has grown from a local underground favourite into a global force in contemporary streetwear. Drawing inspiration from music, art, and the vibrant subcultures of South Korea, the brand continues to reimagine everyday essentials through a playful yet pragmatic lens.

For Fall/Winter 2025, thisisneverthat blends rudimentary forms with futuristic design, presenting a lineup that pushes the boundaries of norm-core. Expect logo-driven staples, layered outerwear in tonal palettes, and relaxed silhouettes that tap into the effortless cool the brand has become known for. From wool button-downs and medium-wash denim to jacquard puffers and matte accessories, FW25 balances function and aesthetic with signature attitude.

Often dubbed “South Korea’s answer to Supreme,” thisisneverthat continues to shape the global streetwear scene. Shop the latest drop now at thegoodlife. UAE.