From Korea, with love.
If there’s one thing we’ve all collectively observed, it's that South Korea never misses.
Since the late 90s the Korean Wave or Hallyu has been washing over the world steadily. However, in the past few years South Korean pop culture has taken us all by storm. There was a time when South Korea was well known for being pioneers in the technology and automobile industry. But now when you talk about South Korea everything from fashion, food, music, art, tourism, cinema to beauty comes to mind.
K-pop stars like BTS, BlackPink, Seventeen and Jimin have become household names. Shows like Squidgame became the most watched show on Netflix. Korean Beauty brands like Innisfree, Thank You Farmer and Cosrx have became skin care’s must have for the aspirational korean glass skin look. Kimchi, which is not just known for this delicious taste but also for its benefits for gut health, is seen being included in more and more people’s diets.
When it comes to fashion and streetwear, South Korea has been making just as much noise in the space with a creative ingenuity that is inspired by and represents everything we love about it. Futuristic elements merge with traditional Korean delicacy in harmony.
Ader Error has been one of the most disruptive names in the streetwear world in the past decade, with their anonymous collective of founders and modern edgy designs blended with a minimalist and tech aesthetic. Minju Kim, the namesake behind her brand Minjukim, gained global recognition by winning the first season of Netflix’s Next In Fashion with her designs that week after week served uniqueness and innovativeness. Gentle Monster, the luxury eyewear brand started in Seoul, founded by Jay Oh and Hankook Kim, operating under a unique philosophy and perspective, devoted towards a vision of “weird beauty” through “high-end experimentation” now has stores all over the world from Australia to Dubai and from Japan to United Kingdom.
It was only a matter of time that South Korean creative ingenuity would make its way to Capsul’s racks with another gem to emerge from the Korean streetwear world- thisisneverthat.
thisisneverthat was founded in 2009 by Nadan Cho, Inwook Park and Jonkyu Choi.
The founders drew inspiration from not just Korea, but also New York and London where they spent time, giving thisisneverthat a truly multicultural look and feel. This global ethos is reflected in their clothing and their editorials. The aesthetic of the brand draws from the art, music and underground scenes from cities that are culture capitals, giving thisisneverthat a style that mixes workwear, utility and techwear with streetwear.
In the 15 years of its existence thisisneverthat has opened multiple stores across South Korea and a flagship store in Tokyo.
thisisneverthat's presence was felt even more at a global level when they collaborated with international names like New Balance, Grateful Dead, Timberland, Converse and PUMA to name a few.
According to founder Nadan Cho ,“For me, the name denotes a transformation; the transformation of raw ideas into physical form and materials in an unconventional way.”
In our first drop from thisisneverthat at Capsul, you can find pieces that are both elevated and conventional but all of them are standouts. The collection features jackets, hoodies, sweatpants, crewnecks and caps for both men and women.
One that will catch your eye for sure is the Original Varsity Jacket- made from wool felt and leather sleeves in a collegiate color combo of red and blue. The jacket has details like chenille applique and embroidery on the back and in the front. Talk about a statement piece.
The bottoms in this collection include the Crazy Multi Zip Pants, made with denim patchwork and zip details. The pleats around the knee provides extra room.
Some of the other pieces in this collection include Jackets made with Oxford cotton with contrast stitchings, Polos in soft furry texture, Cargo Sweatpants and an Anorak in a faded washed light blue denim.
If the korean bug has bit you or just looking for fits that are cool, functional and elevated thisisneverthat is the brand for you. Check out the collection here: https://www.shopcapsul.com/collections/thisisneverthat or visit the Capsul store in Mumbai and Bangalore.