Established in 2010, thisisneverthat is a contemporary brand known for its minimalist aesthetic and urban-inspired designs. Influenced by the 90s subculture of Seoul which is infused with Japanese and American influences, the South Korean label has developed a cult following among Korea’s K-pop, rap, art scenes and street style icons.

• Regular fit
• 8oz damaged denim
• Stone-washed
• YKK #5 metal zip closure
• Design label on lower sideseam
• 100% Cotton