thisisneverthat Hongdae Flagship

thisisneverthat was founded in Seoul in 2010, drawing on the city's 1990s subcultures and underground music scene, and it has since opened flagships in Tokyo, Osaka and Shanghai. This Hongdae store, opened in 2019, was the brand's very first flagship, and on February 13, 2026 it reopened after a full renovation. The new look keeps the original wood details but brightens the space with white tones for a cleaner, calmer feel. Expect the full current collection, from logo T-shirts and hoodies to camo field jackets, knitwear and bags, plus collaboration pieces when they drop. The store sits on Jandari-ro in the stretch between Hongdae and Hapjeong that Korean retail press now calls Hongdae's Gen Z fashion street, where Korean street labels have clustered their flagships around the KT&G Sangsangmadang building. That makes it an easy anchor for a longer shopping walk: Marithé François Girbaud, LMC, Covernat, Wacky Willy and Nomanual all run stores within a few blocks. Logo pieces with a Seoul theme are popular souvenirs with visitors.