thisisneverthat®

During a recent trip to Seoul, we came across this gem of a brand, thisisneverthat®. Established in the spring of 2010 by designer Choe Jong Gyu, the young menswear label is quickly rising in the ranks of the independent fashion scene within the very city that inspires thisisneverthat®'s aesthetic. Drawing from Seoul's kinetic city living and bountiful arts & culture, thisisneverthat® creates everyday clothing that is both classic, functional, and designed and produced entirely in Seoul itself.

Check out the video lookbook, above, for the thisisneverthat® A/W '12 campaign and keep an eye out for the line to be available soon in the US, exclusively at MILKMADE.