Area 51

Thisisneverthat is contemporary Korean streetwear brand founded in Seoul in 2010, known for its graphic-heavy, modern designs that blend global streetwear aesthetics with a unique Korean identity, drawing inspiration from 90s and 2000s street cultures, military styles, and the vibrant subcultures of Seoul. The brand is characterized by its laid-back basics, technical outerwear, and experimental designs, gaining international acclaim through high-profile collaborations and a strong connection to the K-pop and art scenes.