SIX STORIES VOL. 5: CHAPTER 6 – DESIGN & CAMPAIGN HIGHLIGHTS

    Brand Focus: thisisneverthat

    thisisneverthat makes clothing based on what we see and experience on a daily basis.

    GORE-TEX products by thisisneverthat

    In late 2020, thisisneverthat presented “The GORE-TEX Age” installation in the brand’s Hongdae flagship store. “This humorous installation is meant to deliver a simple message that GORE-TEX apparel will help anyone to keep calm and carry on. Even when the fire sprinklers are turned on.” thisisneverthat.

    KEEP CALM…

    The installation exhibited a prehistoric figure dressed in a thisisneverthat GORE-TEX jacket and hat, while a fire sprinkler douses his pizza slice. The title “The GORE-TEX Age” is a lighthearted reference to historic periods like The Stone Age.

    …AND STAY DRY

    The installation was co-created with a Korean design studio named C.O.M., which specializes in retail design.

    We believe that versatility and practicality, as well as functional aspects including windproofing, waterproofing and breathability, are key features for thisisneverthat. These versatile functions are central to the sports and military-inspired design concept that thisisneverthat is pursuing.

    thisisneverthat design

    A highlight of our collaboration with GORE-TEX, the GORE-TEX PACLITE® Jacket features waterproofness, breathability and lightweight design. Pairing minimalistic design with a boxy silhouette, the jacket is wearable for everyday activities, as well as for outdoor activities.

    thisisneverthat design

    A NEW PARTNERSHIP

    As thisisneverthat started to expand and diversify its product lines in 2016 and 2017, the brand started to work closely with GORE-TEX with the aim of creating a new and exciting product line.

    thisisneverthat FW20

    For FW20, thisisneverthat worked with GORE-TEX to create a 13-piece collection featuring apparel and headwear such as puffer jackets, fleece sweaters, pants and bucket hats, also including GORE-TEX INFINIUM™ fabric.

    ABOUT thisisneverthat

    Founded in 2010, thisisneverthat is a contemporary fashion brand based out of Seoul, South Korea. Influenced by the ‘90s subculture of Seoul, then infused with Japanese and American influences, the brand endeavours to create timeless designs that represent

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