The History of thisisneverthat
If you're even remotely into streetwear, you've probably heard of thisisneverthat (TINT). Hailing from South Korea, this brand has been making waves across the fashion scene, blending Korean culture with laid-back streetstyle that resonates far beyond Seoul.
Starting with humble beginnings, thisisneverthat was founded in 2010 by three friends, Nadan Cho, Jonkyu Choi, and Inwook Park. Their vision was to create a brand that captured the essence of street cultures that they had experienced having lived outside of Seoul, residing in cities like London and New York, the brand’s co-founders were naturally drawn to creating an aesthetic that represents global streetwear aesthetics while creating their own uniquely Korean identity.
Nadan, Jonkyu and Inwook weren't trying to follow trends but rather were just passionate about creating clothes they’d want to wear and this this authentic ethos ended up shaping a new wave of Korean streetwear. The brand's early collections were small, focusing on tees and hoodies with minimalistic designs and vintage-inspired graphics. People started to notice how they effortlessly blended old-school aesthetics with modern cuts and striking colourways, and it wasn’t long before the brand became an international staple.
TINT is all about the mix of vintage references combined with a fresh, contemporary look in the form of oversized fits, clean designs, and bold logos. They’re known for mixing different elements such as throwback graphics that feel like a nod to 90s street culture, skatewear influences, and a dash of military gear styling, on quintessential streetwear pieces. Collabs like the ones with New Balance, The Grateful Dead and even Pokémon have helped cement their place in the culture, while keeping the brand fresh and ever-evolving.
At the heart of TINT lies a commitment to in-house production, a decision rooted in the belief that true creativity knows no bounds. A key facet of the brands attention to detail and quality is their decision to take full control of all aspects of design and production, finding masters of their crafts across the globe to create their products and this mentality has paid off.
thisisneverthat is helping to shape the wave of streetwear with a unique identity rooted in the founders culture. Whether you're into minimalist street looks or statement pieces, TINT is one brand that will always be a staple. They’re low-key, yet high-impact - the kind of brand that keeps getting better and better.