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 denim
  
• Stone-washed
  
• Front button closure
  
• Buttoned cuffs
  
• Embroidered logo on left chest
  
• Flag label on sideseam
  
• 100% Cotton