No racism intended, but when Asians get busy with street wear, you best keep an eye out and hold on to your seats. Founded in 2009, this Seoul-based brand has recently been getting a lot of lip, for supposedly copying the "London look" in their latest drop (shout-out to Rimmel London for giving us a reference to make, when trying to make a statement/claim sound as ridiculous as as the people saying it).
In the defense of thisisneverthat, their debut winter/fall collection just looks dope and has an awesome 90s feel to it. We love it. Moreover, a claim like that would make all haute couture brands copy-cats of the "Italian look" as well as many street wear brands copy-cats of the "skater look" or, more relevantly, the "asian street wear aesthetic".
The below look-book shows the collection, set to release 2 September 2016, the photos that they've been getting lip for. One love from our side - really excited to cop some gear and rock it in the continent that inspired the collection, Europe. For anyone in the area, thisisneverthat will be hosting a FW2016 exhibition on August 26 and 27 in Seoul, South Korea in the district of Mapo. People attending are promised a small gift upon entrance as well as the opportunity to buy the collection before it’s available to the masses.