thisisneverthat
Collaboration model
LINEUP
thisisneverthat
Started in 2010. thisisneverthat is a contemporary fashion brand based out of Seoul, South Korea.
Influenced by the 90s subculture of Seoul, we are creating the timeless work to indicate the Korean youth culture.
FEATURES
Presenting a special collaboration between G-SHOCK and the Seoul-based street brand thisisneverthat. This timepiece combines bold street style with signature G-SHOCK toughness in a design that unites the aesthetics and functionality of both brands.
Built on the DW-5600, the design carries the iconic shape of the very first G-SHOCK. A translucent resin bezel and band highlight the bold thisisneverthat logo, while the inverted LCD enhances the black-and-white contrast, creating a face that blends a 1990s mood with a contemporary street edge.
In the dark, the phosphorescent finish reveals “PROTECTION” and “G-SHOCK” glowing at the top and bottom of the bezel, adding a distinctive visual detail unique to this design.
The thisisneverthat logo also appears on the case back and band loop, and the timepiece comes in a special package designed for this collaboration.
