Created by fashion designers Seulean Cho Nadan, Park Inwook and Choi Jonkyu in 2009, thisisneverthat® has become a symbol of South Korea's art and underground scene and has quickly developed a cult following among avant-garde fashion fans worldwide. The South Korean brand has won over celebrities and K-pop groups such as BTS to rappers like Giriboy and MC Meta with its innovative, minimalist and contemporary approach.