Have you ever come across a brand name that sounds almost playful?
There's a bold Korean brand that combined 'THIS', 'IS', 'NEVER', and 'THAT' to come up with 'THISISNEVERTHAT'. Let's dive into this brand, which is as hip, quirky, and fun as its name suggests.
THISISNEVERTHAT was founded in 2010, making it 14 years old this year. For Koreans, it might seem like a relatively old brand because it hasn't been trendy for that long.
The name THISISNEVERTHAT was created by three friends who founded the brand together. It captures the idea that 'there's a subjective difference between a designer's intention and how people perceive the finished clothing.' This makes it a perfect fit for the younger generation, who love freedom and have a strong subjective viewpoint.
Drawing inspiration from 1990s pop culture, the brand aims to showcase spontaneous street fashion. Icons like 'Seo Taiji and Boys', the NBA, Polo, and Nike are representative influences. The designs mainly reimagine the nostalgia of the past in a way that suits modern tastes, including oversized T-shirts, sweatshirts, jumpers, and more.
Seo Taiji and Boys
Instead of using famous models or traditional advertisements, the brand promotes itself through 'cool' videos and music. While this might not be the friendliest marketing strategy, it seems to attract the 1020 generation (teens and twenties) even more.
Additionally, by releasing about 10 new products weekly over 12-13 weeks, they keep customers eagerly waiting. This strategy has made customers habitually check the brand's social media for new releases. They also put a lot of effort into social media communication, which is crucial for a brand targeting late teens to people in their twenties. (As of the time this blog is posted, the brand has 379,000 followers on social media.)
What's unique about them is that they don't have a dedicated marketing department. As I've said, they've never used celebrities in advertisements either. Yet, every time they release a collection, it sells out, creating quite a buzz.
Their beginning wasn't easy, just like many other brands.
The founders carried their design portfolios and knocked on the doors of famous fashion concept stores. Among them, a store called 'A LAND' recognized their potential and gave them their first break.
Today, it's a well-established global brand, with outlets not only in Korea but also in the USA, Canada, Russia, the UK, Spain, Portugal, Germany, France, Sweden, China, Japan, Australia, and more.
THISISNEVERTHAT keeps growing. Famous Korean rappers like Swings, Giriboy, and LOCO wear it, keeping its popularity high. Products that sell out often resell at high prices in the second-hand market.
There's a bold Korean brand that combined 'THIS', 'IS', 'NEVER', and 'THAT' to come up with 'THISISNEVERTHAT'. Let's dive into this brand, which is as hip, quirky, and fun as its name suggests.
THISISNEVERTHAT was founded in 2010, making it 14 years old this year. For Koreans, it might seem like a relatively old brand because it hasn't been trendy for that long.
The name THISISNEVERTHAT was created by three friends who founded the brand together. It captures the idea that 'there's a subjective difference between a designer's intention and how people perceive the finished clothing.' This makes it a perfect fit for the younger generation, who love freedom and have a strong subjective viewpoint.
Drawing inspiration from 1990s pop culture, the brand aims to showcase spontaneous street fashion. Icons like 'Seo Taiji and Boys', the NBA, Polo, and Nike are representative influences. The designs mainly reimagine the nostalgia of the past in a way that suits modern tastes, including oversized T-shirts, sweatshirts, jumpers, and more.
Seo Taiji and Boys
Instead of using famous models or traditional advertisements, the brand promotes itself through 'cool' videos and music. While this might not be the friendliest marketing strategy, it seems to attract the 1020 generation (teens and twenties) even more.
Additionally, by releasing about 10 new products weekly over 12-13 weeks, they keep customers eagerly waiting. This strategy has made customers habitually check the brand's social media for new releases. They also put a lot of effort into social media communication, which is crucial for a brand targeting late teens to people in their twenties. (As of the time this blog is posted, the brand has 379,000 followers on social media.)
What's unique about them is that they don't have a dedicated marketing department. As I've said, they've never used celebrities in advertisements either. Yet, every time they release a collection, it sells out, creating quite a buzz.
Their beginning wasn't easy, just like many other brands.
The founders carried their design portfolios and knocked on the doors of famous fashion concept stores. Among them, a store called 'A LAND' recognized their potential and gave them their first break.
Today, it's a well-established global brand, with outlets not only in Korea but also in the USA, Canada, Russia, the UK, Spain, Portugal, Germany, France, Sweden, China, Japan, Australia, and more.
THISISNEVERTHAT keeps growing. Famous Korean rappers like Swings, Giriboy, and LOCO wear it, keeping its popularity high. Products that sell out often resell at high prices in the second-hand market.
LOCO
The brand collaborates with a variety of other brands. From the famous American bag brand JANSPORT to PUMA, REEBOK, VANS, STARTER, FARAH, the Italian lifestyle shoe brand SUPERGA, the American beer brand BUDWEISER, and Pokémon, they’ve had all sorts of cool collaborations.
The brand collaborates with a variety of other brands. From the famous American bag brand JANSPORT to PUMA, REEBOK, VANS, STARTER, FARAH, the Italian lifestyle shoe brand SUPERGA, the American beer brand BUDWEISER, and Pokémon, they’ve had all sorts of cool collaborations.
Plus, THISISNEVERTHAT donates clothing worth 240 million KRW through G-FOUNDATION to support underprivileged groups overseas and continuously carries out its branding strategy.
The future of this brand looks promising.