What thisisneverthat does

thisisneverthat is a South Korean streetwear and lifestyle brand founded in 2010 and headquartered in Seoul, operating 14 proprietary retail stores across South Korea (12, including flagships in Hongdae, Seongsu, Starfield Coex, Lotte World Mall, Hyundai Seoul, Busan, and Jeju) and Japan (2, in Tokyo's Jingumae district and Osaka's Honmachi), alongside a Shopify-based direct-to-consumer e-commerce platform shipping internationally to 100+ countries (with shipping restrictions on Russia and Ukraine). The company sells graphic t-shirts, shirts, shorts, pants, outerwear, caps, and accessories priced between $17.50 and $610, with core apparel typically at $44-$280.

The brand's core product proposition is a seasonal collection model (Spring/Summer and Fall/Winter) augmented by an extensive collaboration program with high-IP partners including Grateful Dead, PEANUTS, Disney, Daniel Johnston (artist estate), G-SHOCK (Casio), GORE-TEX, NEW ERA, Alpha Industries, Hanes, Timberland, Dickies, BYBORRE, FUTURA LABORATORIES, and TEMBEA. Limited-edition drops are released with timed online and in-store launch mechanics, often selling through quickly (multiple "Sold Out" SKUs visible in the current catalog). The company has extended into technical performance outerwear via the GORE-TEX partnership and into collectibles via vinyl sculptures, indicating deliberate product-line broadening beyond pure apparel.

Revenue is generated one-time through direct product sales, with no subscription component. The brand operates a tiered membership program (Member, Silver, Gold, Platinum, VIP) offering 1%-10% ongoing discounts and monthly codes of 5%-15% based on 3-year cumulative spend, designed to drive repeat purchases. Marketing runs through Instagram, YouTube, WeChat, and email newsletter, with collaboration releases serving as the primary demand-generation mechanism. In 2021, the company received a strategic investment from MUSINSA, Korea's dominant fashion platform. The company is privately held with 51-100 employees, no disclosed revenue, and no AI/ML capabilities in the technology stack.

Name

thisisneverthat

Legal name

thisisneverthat®

Website

https://intl.thisisneverthat.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

thisisneverthat is a Seoul-based Korean streetwear brand founded in 2010, selling seasonal apparel and limited-edition collaborations through 14 DTC retail stores in Korea and Japan and a global e-commerce platform serving design-conscious consumers aged 18-35.

Ownership category

akta.pro rank

Product category

Streetwear Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

Keywords

• Streetwear apparel
• Fashion collaborations
• Seasonal collections
• Technical outerwear
• Direct retail

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices14 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Direct Product Sales: Revenue generated through direct-to-consumer sales of apparel, accessories, and footwear via owned e-commerce platform and 14 retail stores across Korea and Japan. Revenue is one-time transactional with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

thisisneverthat® designs, produces, and sells Korean streetwear apparel, accessories, and footwear under its own brand through seasonal Spring/Summer and Fall/Winter collections. Its core differentiator is an extensive collaboration program producing limited-edition capsule collections with artists (Daniel Johnston, FUTURA LABORATORIES), musicians (Grateful Dead), entertainment franchises (PEANUTS, Disney), and heritage brands (GORE-TEX, NEW ERA, Alpha Industries, Hanes, Timberland, Dickies, TEMBEA, G-SHOCK, BYBORRE), with products sold exclusively via its owned e-commerce platform and 14 proprietary retail stores.

Product overview

thisisneverthat is a South Korean streetwear brand operating through seasonal collections (Spring/Summer, Fall/Winter) and an extensive collaboration program with artists, musicians, entertainment franchises, and heritage brands. The core offering consists of graphic t-shirts, shirts, outerwear, and accessories with a focus on limited-edition capsule collaborations. Key collaborations include Daniel Johnston (artist), Grateful Dead (music), PEANUTS (entertainment), GORE-TEX (technical outerwear), G-SHOCK (watches), NEW ERA (headwear), Alpha Industries (military outerwear), Hanes (essentials), TIMBERLAND (outdoor), TEMBEA (Japanese lifestyle), FUTURA LABORATORIES (art), PIZZA SLICE (Seoul food brand), Dickies (workwear), and BYBORRE (textiles). The brand operates 14 retail stores across South Korea and Japan alongside a global e-commerce platform, and offers a tiered membership program for loyal customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Spring/Summer 2026 Collection Seasonal streetwear collection featuring t-shirts, shirts, shorts, outerwear, and accessories with graphic prints, available to consumers via e-commerce and retail stores.
• Fall/Winter 2025 Collection Seasonal collection featuring heavier outerwear, fleece, knitwear, and technical garments suitable for colder weather, including GORE-TEX and collaboration pieces.
• thisisneverthat × Daniel Johnston Collaboration Limited-edition artist collaboration capsule featuring Daniel Johnston's iconic frog artwork, anime characters, and song lyrics on t-shirts, hoodies, polo shirts, and vinyl sculptures.
• thisisneverthat × Grateful Dead Collaboration Music band collaboration featuring iconic dancing bears, lightning bolt, and Steal Your Face imagery on jackets, hoodies, shirts, pants, and accessories across FW25 and SS26 seasons.
• thisisneverthat × PEANUTS Collaboration Licensed collaboration with Peanuts Worldwide featuring Peanuts comic strip characters on denim shirts, hoodies, crewnecks, t-shirts, caps, and accessories.
• thisisneverthat × GORE-TEX Collection Technical waterproof and windproof outerwear featuring GORE-TEX and WINDSTOPPER membranes, including anorak jackets, hiking pants, utility jackets, down jackets, and accessories designed for urban outdoor lifestyle.
• thisisneverthat × TEMBEA Collaboration Japanese lifestyle brand collaboration featuring canvas tote bags, mufflers, and accessories with utilitarian design.
• thisisneverthat × NEW ERA Collaboration Headwear collaboration with NEW ERA featuring fleece vests, caps, and beanies in various colorways and patterns.
• thisisneverthat × Alpha Industries Collaboration Military outerwear brand collaboration featuring MA-1 style cold weather parkas.
• thisisneverthat × Hanes Collaboration Essentials wear collaboration with Hanes featuring thermal tops and basic underwear essentials.
• thisisneverthat × PIZZA SLICE Collaboration Seoul pizza brand collaboration featuring graphic t-shirts, caps, waist bags, keychains, and CAMTRAYS with pizza-themed artwork.
• thisisneverthat × G-SHOCK Collaboration Casio G-SHOCK watch collaboration featuring the DW-5600 model with brand-specific colorways.
• thisisneverthat × FUTURA LABORATORIES Collaboration Art collective collaboration featuring limited Seoul-themed t-shirts, camouflage cargo pants, and mesh trucker caps.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• GORE-TEXcoreTechnology or IntegrationTechnical partnership featuring GORE-TEX waterproof and windproof membrane technology across anorak jackets, utility jackets, hiking pants, and expedition down jackets. Products include GORE-TEX 2L, 3L, and WINDSTOPPER technologies.
• W.L. Gore and AssociatescoreTechnology or IntegrationLicensed use of GORE-TEX brand in product marketing and product construction, providing technical fabric technology for performance outerwear.
• BYBORREminorStrategic or Co-development PartnerTechnical collaboration with Dutch textile innovation brand BYBORRE for Fall/Winter 2025 collection.
• FUTURA LABORATORIESminorStrategic or Co-development PartnerIn-store exclusive collaboration with FUTURA LABORATORIES, available only at Seongsu/Hongdae flagship stores.
• PIZZA SLICEminorGTM or Marketing PartnerCollaboration with Seoul pizza restaurant PIZZA SLICE featuring co-branded apparel, accessories (waist bags, keychains, CAMTRAYS), with in-store exclusive release at PIZZA SLICE SEOUL.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• KITH: Multi-brand streetwear operator combining proprietary apparel, retail flagships, and high-profile collaborations (Nike, Disney, BMW). Comparable DTC-plus-flagship plus collaboration-led growth strategy.
• Supreme: Iconic limited-drop streetwear brand built on collaboration economics, scarcity, and DTC. Operates the same drop-mechanics and collaboration flywheel that thisisneverthat is replicating at smaller scale.
• ADER error: Korean streetwear brand with a similar aesthetic and design-led DTC positioning, providing a direct domestic peer benchmark for category share, retail footprint, and pricing strategy.
• Stüssy: Heritage streetwear brand with a directly comparable DTC + flagship-store model, seasonal drops, and a globally recognized aesthetic. Closest analogue in brand maturity and distribution philosophy.
• Ambush: Tokyo-based streetwear/luxury hybrid brand with flagship retail in Tokyo and collaborations with Nike, Converse, and others. Comparable cross-border Asia streetwear execution and collaboration-led model.
• Hyein Seo: Korean streetwear brand with similar aesthetics and a Korean designer origin. Provides a relevant domestic analogue for category positioning and Korean consumer demand patterns.
• Palace: UK-originated streetwear/skate brand operating on limited drops and tribally-driven demand, with the same scarcity-driven collaboration and resale dynamics that define thisisneverthat's business model.

Broad incumbents

• MUSINSA: Korea's largest fashion commerce platform and thisisneverthat's disclosed investor. Operates the dominant domestic multi-brand apparel marketplace, providing a reference point for Korean fashion distribution scale and brand incubation.
• Off-White: Globally scaled streetwear-to-luxury brand operating at higher price points but with comparable collaboration-driven seasonal drops and broad multi-region DTC distribution.
• Carhartt WIP: Mature workwear/streetwear crossover brand with direct GORE-TEX-style technical product and established European/Japanese DTC retail network. Comparable on technical product licensing, urban-outdoor positioning, and global DTC scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/Thisisneverthat
• Instagraminstagram.com/thisisneverthat
• Xx.com/TNT_circa2010
• LinkedInlinkedin.com/company/thisisneverthat

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about thisisneverthat