Who knew one of the more solid streetwear drops this season would consist of, quite literally, just clothes? The first drop from Seoul-based and Reddit-adored streetwear label thisisneverthat features a campaign with basic product shots.
Instead having a model animating a garment, the pieces are featured rumpled, stacked, and levitating on hangers in a way where each garment comes alive as its own subject.
The concept is reminiscent of a quasi-stunt concept that Demna (and Guram…RIP to the partnership) pulled off back when he had a last name. In 2017, the designer produced Vetements window displays for both Saks and Harrod’s composed of masses of unwanted clothing — out-of-season stock mixed with closet discards from each store’s employees. Designed to grow as time passed, the mounds becoming piles becoming mountains represented the amount of waste implicit in luxury markets.
Your Highsnobiety privacy settings have blocked this Instagram post.
This drop’s point is that you can hint at humanity without actual humans.
thisneverthat executes this especially well with the weathergear puffers, depicting each rolled up into accompanying cylindrical carrying bags. One fashionably ruddy green-gray anorak is posed with its hood angled down left, the better to resemble someone giving or receiving a dap, for example. Drop two came later last week with more clothes — like a suite of Pertex jackets and fleece vests done in neutral grey cheetah prints and lavender plaids — that assume the position, so to speak.
Props to thisneverthat for letting the clothes be just great clothes, and taking it upon themselves to depathologize the drop. Their recent collaboration with IYKYK Japanese audio-and-streetwear brand Surplus Research says as much, that the best stuff is a secret to most.
Highsnobiety has affiliate marketing partnerships, which means we may receive a commission from your purchase. Want to shop the products our editors actually love? Visit our SHOPPER page and subscribe to the newsletter for recs on all things fashion, footwear, and beauty.
We Recommend
What To Read Next
