South-Korean label thisisneverthat presents ’Soft-Work’ in SS20 Collection

As an ATC first, we welcome Korean Streetwear label thisisneverthat online and on our shelves.

Established in Seoul 2009, thisisneverthat has developed into a brand frequently seen on K-Pop boyband stars and has transformed into one of the most well-known streetwear brands out of Asia.

thisisneverthat’s extensive list of collaborations that include apparel and sneaker collaborations with Puma, Gore-Tex, New Era, Gafer and New Balance  go to show the brands ability to generate impressive product in an ever-changing streetwear macrocosm.

Their SS20 lookbook defines what ‘Soft-Work’ style means today. ‘Soft-work’ is apparel that embodies an equilibrium between thoughtful designed and aesthetic silhouettes as well as utilitarian practicality—bridging the gap between streetwear and the controversial world of ‘casual’ workwear.

Stand out items from the SS20 drop include:

Technical outerwear with functional pockets and minimal branded typography.

 

Knitwear with clean lines and relaxed fits is featured - a nod to classic menswear styling with a streetwear edge. 

Finally, we see streetwear staples such as crews, hoodies and tees that feature signature sans-serif typography, varsity-esque embroidery and the occasional over-dye and tie-dye.

 

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