On a recent trip to the Hongdae and Hapjeong area, I made a stop at the flagship store of Thisisneverthat (Hongdae, Seoul), along with visits to several other brand showrooms.

Often referred to as the "Supreme of Teenagers," Thisisneverthat is a Korean streetwear label that has evolved beyond its youthful origins. With recent collections and an updated store atmosphere, the brand has become a beloved choice for consumers of all ages. While I used to hesitate about buying their products, I now find myself regularly picking up pieces whenever something catches my eye.

Compared to the Thisisneverthat shop at The Hyundai Seoul (department store), the flagship store in Hongdae is much larger and offers a far wider selection of items.

The store offers a diverse range of hats, from colorful options perfect for warm weather to muted tones that go with everything. 

I tried on several styles and ultimately fell in love with the Double Stitch Onyx Cap Navy (45,000 won). Made from bio-washed fabric with a subtly stitched logo on the front, it felt like the perfect blend of comfort and style.

The Hongdae flagship store also features a large selection of garments. My husband and I took our time browsing through the racks.

Since summer is around the corner, we also explored the T-shirt collection, which didn’t disappoint. The color combinations were spot-on, and I imagined pairing them with pants in ivory or light pink tones for a fresh, seasonal look.

While the women’s collection was smaller and more limited, it still offered a few stylish options.

After exploring the store, we ended up purchasing the Double Stitch Onyx Cap, which we both loved.

The Hongdae flagship store of Thisisneverthat offers a fantastic shopping experience, with its expansive layout, diverse product selection, and relaxed atmosphere. Whether you’re a long-time fan or new to the brand, it’s a must-visit for anyone into streetwear or contemporary Korean fashion.

Address : 1F, 32 Jandari-ro, Mapo-gu, Seoul OPEN GOOGLE MAP

Phone : +82-70-8817-0170

Operation Hours : Mon-Sun : 11:00 - 21:00

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Source : https://blog.naver.com/soback21/223429051535

Writer : soback21

Special thanks to soback21

this is never that hongdae hapjeong seoul