Founded in 2009, thisisneverthat is solely run and designed by three friends in the city of Seoul. Quickly garnering an almost cult-like following in its own city, the rest of the world is slowly catching on, as high profile fashion houses continue to take inspiration from rising streetwear labels like thisisneverthat. By now, sportswear giants like New Balance, Reebok and Puma have all had their hand at collaborative projects with thisisneverthat.