Seoul's most quietly confident streetwear label has landed at Wally. We've brought in 20 new pieces from thisisneverthat's SS26 collection, spanning the brand's signature loose gauge knitwear, washed denim shirting, heavyweight hoodies, technical outerwear and a full stack of logo beanies. If you've been watching thisisneverthat from afar and wondering where to shop them in New Zealand, the answer is here, in Takapuna.
This is the first substantial thisisneverthat delivery we've carried, and it's a considered one. No collab pieces, no novelty, no chasing hype. Just the core of what the brand does best: everyday streetwear with enough character to matter, built at a quality level that justifies the price.
Here's everything you need to know about the label, the collection, and the pieces now in store.
Who is thisisneverthat?
thisisneverthat was founded in Seoul in 2010 by three friends: Nadan Cho, Jonkyu Choi and Inwook Park. All three grew up moving between cities, spending time in London and New York before settling back in Korea, and the brand they built reflects that outsider-insider perspective. From the start, thisisneverthat has positioned itself as a bridge between global streetwear codes and a specifically Korean point of view.
The brand is often described as Korea's answer to Supreme, and while that comparison has become a bit of a shorthand, it captures something real. Like Supreme, thisisneverthat built a following through scarcity, strong graphic identity, and genuinely good product. Unlike Supreme, the brand has stayed small enough to feel personal, with collections that lean more editorial than drop-culture.
Their visual language pulls heavily from vintage magazine editorials, skate culture and the kind of utilitarian sportswear that has always quietly underpinned street style. Collections are often photographed in cities like London, San Francisco and New York, giving everything that travel-documented, lived-in feel. Collaborations with Vans, Reebok, Gore-Tex, Dickies, Grateful Dead and, most recently, Peanuts have cemented the brand's place in the global streetwear conversation.
What makes thisisneverthat different
There are a lot of Korean streetwear labels making graphic-led clothing at this point. What sets thisisneverthat apart is a combination of three things.
First, the construction is properly considered. The brand works with heavyweight fabrics, proper YKK hardware, jacquard-woven labels, and garment-washed finishes that take real time and money to execute. The pieces feel substantial in the hand in a way that cheap streetwear never does.
Second, the colour palette is distinctive. thisisneverthat rarely hits a primary colour head-on. Everything is slightly shifted: dusty ivory instead of plain white, faded black instead of flat black, khaki grey instead of standard grey, teal instead of blue. It's a palette that makes the clothes work harder alongside each other and avoids the flat, algorithm-friendly look of most graphic streetwear.
Third, the fits are right. Not oversized for the sake of being oversized, not skinny-trying-to-be-relaxed. The relaxed and regular fits that run through this collection are cut with real body-awareness, which is the thing that separates a good piece from one you actually reach for.
Inside the SS26 Collection at Wally
The 20 pieces we carry from SS26 break down into six clear groups: knitwear, hoodies, shirts, pants, outerwear and beanies. Below is the full edit, organised by category, with notes on each piece and where to find it.
The Knitwear
The Loose Gauge Knit Crew is the standout piece of this drop and the one we'd recommend first if you're buying thisisneverthat for the first time. It's a relaxed-fit crew neck cut from an open, textural blend of 60% acrylic, 28% lyocell and 12% linen, then garment-washed for a softer, lived-in hand feel. The open gauge gives it real visual interest without tipping into fisherman-knit territory.
We have it in two colourways. Loose Gauge Knit Crew in Black is the versatile option, sitting easily against denim, pants or shorts. Loose Gauge Knit Crew in Dusty Ivory is the quieter, warmer pick, working especially well layered under outerwear as the weather shifts.
The Crochet Knit Zip Hoodie in Olive Green is the more adventurous knitwear pick. Rendered entirely in a hand-feel crochet knit and garment-dyed to a deep olive, it sits somewhere between a cardigan and a zip hoodie. A YKK #5 metal zip runs the full length of the front and a flag label on the sideseam keeps the branding understated. This is the kind of piece that builds a wardrobe character over time.
The Hoodies
The Damaged Zip Up Hoodie is a proper heavyweight. Built from 360gsm cotton french terry with a full cotton thermal lining, it's a hoodie that has real presence and keeps you warm without needing to layer over it. An ideal #5 zip runs through the front, ribbed cuffs and hem hold the shape, a kangaroo pocket handles the day-to-day, and an embroidered logo on the front keeps the branding minimal.
It comes in two very different finishes. Faded Black is dyed and then garment-washed to a soft, worn-in darkness. Khaki Grey is rendered in a jacquard double-weave jersey that's been pigment-dyed and enzyme-washed, giving it a more earthy, textural surface. Both are the kind of hoodie that earns its keep through winter and into next season.
The Shirts
The Flannel Check Shirt is everything a proper flannel should be. Woven in pure cotton, garment-washed for softness, and cut for a regular fit with all the workwear details that make this kind of shirt last: a front button closure, buttoned cuffs, a curved hem, a single patch pocket on the left chest, a pleated back yoke, and a small flag label on the pocket. We have it in Teal and Yellow, two very different moods from the same silhouette.
The Washed Denim Shirt is cut from 8oz cotton denim and stone-washed to a soft, broken-in finish. A regular fit, a front button closure, buttoned cuffs and an embroidered logo on the left chest keep the detailing minimal. It's the kind of shirt that works as outerwear over a tee or layered under a jacket. We have it in Washed Blue, the classic denim shirt tone, and Dusty Mud, a warmer, earthier take that's a little less predictable.
There's also a short-sleeved version. The Washed Denim S/S Shirt in Black takes the same 8oz stone-washed denim and cuts it into a warm-weather silhouette. It sits neatly between a shacket and a tee, giving you something more structured than a t-shirt without the weight of a full jacket.
The Pants
If you only buy one trouser from thisisneverthat, make it the Chino Pant. Cut for a regular fit in 100% cotton and garment-washed to a soft finish, it has all the details that separate a considered chino from a generic one: a YKK #3 metal zip fly with button closure, sideseam pockets, double welt back pockets, a coin pocket, belt loops and embroidered artwork on the back that you'd only notice up close.
We have it in Black, the versatile wardrobe staple, and Khaki, a warm mid-tone that sits somewhere between stone and olive. The khaki in particular is one of those tones that dresses up or down without any effort.
The Outerwear
The Grid Nylon Anorak in Mint is the standout shell of the collection. Cut in printed nylon with a fine grid pattern and pulled on over the head, with a YKK #5 nylon half-zip keeping the neckline open or sealed against the weather. Bound cuffs and hood, drawcord adjustments at the hem and hood, and a zip welt front pocket that doubles as a self-storage pouch so the whole jacket packs down when you're not wearing it. A proper shoulder-season piece.
The T-Light Jacket in Grey is the lightweight option. Built from a nylon ripstop that holds its shape without adding any real weight, with a YKK #5 vislon zip through the front, elastic cuffs, a drawcord hem and hood, a reverse zip chest pocket and a mesh pocket inside. The kind of jacket you reach for more often than you'd expect.
The Washed INTL Team Jacket in Patchwork is the statement piece of the collection. A varsity-shaped jacket built around multiple panels of contrasting fabric, then garment-washed for a softer, lived-in finish. A YKK #5 metal zip runs through the front, elastic cuffs and hem hold the shape, and welt pockets on the front and inside handle the essentials. If you want one piece from this drop that will actually get noticed, this is it.
The Beanies
thisisneverthat has quietly become one of the best beanie brands going. Their knits are consistently well-shaped, the yarns are soft without being floppy, and the branding sits flush with the knit itself rather than slapped on top.
The SP-Logo No Cuff Beanie is the core of the beanie offer. Cut close to the head with a no-cuff construction for a tailored silhouette, with a jacquard logo woven into the front panel. We have it in Black and Off White, the two most versatile base colours.
The Debossed That No Cuff Beanie in Black takes the same no-cuff silhouette and finishes it with a debossed artwork detail pressed into the front. The tonal treatment keeps the branding subtle and lets the shape and fit do the talking.
For more colour, the Multi Striped Beanie pulls warm tones through a classic cuffed knit with an embroidered logo on the front. We have it in Brown, a warmer heritage tone, and Burgundy, a slightly richer take on the same stripe.
How to wear thisisneverthat
The easiest way to get into thisisneverthat is to treat the pieces like you would any other elevated basics. The Loose Gauge Knit Crew with the Chino Pant and a pair of clean trainers is a quiet, confident daily uniform. Add the Damaged Zip Up Hoodie for weight, or the Grid Nylon Anorak for a shell when the weather shifts.
The beanies work harder than you'd expect. Pair the SP-Logo No Cuff Beanie with the T-Light Jacket for something low-key, or go for the Multi Striped Beanie with the Washed Denim Shirt for a warmer palette.
For something with more presence, the Washed INTL Team Jacket or the Crochet Knit Zip Hoodie are the two pieces from this drop that genuinely carry an outfit on their own.
Where to shop thisisneverthat in New Zealand
Wally is an authorised thisisneverthat stockist in New Zealand. You can shop the full thisisneverthat collection online at wally.co.nz/collections/thisisneverthat, with free shipping on orders over $80 anywhere in NZ. Or come and see everything in person at our store in Takapuna, Auckland. We're across all the menswear brands you'd expect in a proper independent shop, and thisisneverthat is a welcome addition to the line-up.
More thisisneverthat is on the way through the rest of 2026, including additional knitwear, core tees, caps and a few pieces we're especially excited about. Subscribe to our newsletter at the bottom of the page or follow us on Instagram to be the first to know when new pieces land.
If you've been waiting for thisisneverthat in New Zealand, this is it.