thisisneverthat × STARBUCKS
"neverthatcoffee"
The Full Scoop on Their First Collaboration
When Korea's No. 1 street brand meets Starbucks,
coffee becomes something you "wear."
On Tuesday, April 28, 2026, Starbucks Coffee Japan will launch its first-ever collaboration with the Seoul-born streetwear brand "thisisneverthat." KEMA provides an in-depth breakdown of this must-see 10-item collection where coffee culture intersects with street fashion, along with the latest insights into the Korean fashion scene.
What is thisisneverthat?
── The Brand at the Pinnacle of Korean Streetwear
Seoul Nightscape and Street Culture ── Centered in districts like Hongdae and Seongsu-dong, Korean youth culture continues to influence the world.
thisisneverthat is a streetwear brand founded in Seoul, South Korea, in 2010 by three creators. Their signature designs reinterpret 90s American and Japanese youth culture, skateboarding, military, and outdoor aesthetics for the modern era, often earning them the reputation of being the "No. 1 popular street brand" in Korea.
The brand name carries a unique philosophy: "The finished product is different from what was initially imagined. However, that is not a failure, but a new possibility." This attitude, which affirms the freedom of "incompleteness," has resonated overwhelmingly with the younger generation in Korea who refuse to be bound by existing rules.
A fusion of retro aesthetics and modern sensibility.
Simple, yet with a distinct "edge"—
that is the essence of thisisneverthat's appeal.
A Rich History of Collaborations with Global Brands
One of the reasons thisisneverthat maintains a strong presence not only in Korea but on the global fashion stage is its collaboration strategy. Their cross-genre partnerships with brands like New Balance, Converse, GORE-TEX, New Era, HOKA ONE ONE, as well as Pokémon and Wasted Youth, are consistently instant sell-outs. This track record is what has led to this partnership with Starbucks.
Brand founded in Seoul by three creators.
"Lake on Fire" collection gains significant acclaim at home and abroad.
10th anniversary of the brand. A 1,000-page commemorative archive book is released.
First overseas flagship store opens in Harajuku, Tokyo.
Flagship store opens in Minami-horie, Osaka; presence in the Japanese market expands further.
First collaboration with Starbucks, the "neverthatcoffee" collection, is announced.
"neverthatcoffee" ── A New Proposal for Street Style That Wears Coffee
Collaboration concept "neverthatcoffee" ── A new proposal that views coffee as a part of street style. While fashion and coffee belong to different fields, the common thread of "being close to daily life" unites both brands.
The concept for this collaboration is "neverthatcoffee." Fashion and coffee—though their fields differ, both blend into daily life and reflect individual style and values. Anchored by the shared values of "freedom that comes from being unfinished" and "the community born from sharing the same moment," the brands propose a new lifestyle where one can enjoy coffee as part of their street style.
Full 10-Item Lineup ── Pick Up
The apparel features thisisneverthat's iconic waffle fabric and cotton jersey. Using garment washes and pigment dyes, the items achieve a vintage-like texture as if they've been worn for years. The iconic Starbucks Siren logo is featured on the back, adding a modern accent to the street vibe. Sizes are available in unisex S–XL.
Hoodie
Olive
Hoodie
Off-Black
Stainless Steel Mug
Tumbler 503ml
Other Items:
S/S T-shirt (¥8,800) / L/S Waffle T-shirt (¥12,100) / Cap (¥8,800) / Handle Lid Stainless Bottle 680ml (¥6,600) / Packable Backpack (¥13,200) / Packable Bottle Bag (¥6,600) / Digital Starbucks Card (From ¥1,000)
Of note is the stainless steel mug tumbler, which adopts a linear form popular in Starbucks Korea. It features a unique design that blends the logos of both brands, finished with a texture that looks as if it were carved from metal. Additionally, the packable backpack and bottle bag provide practicality, seamlessly connecting daily use with coffee time.
Siren Logo
Mug Tumbler
Cream
Release Information
Release Date: Tuesday, April 28, 2026
Retailer: Starbucks Official Online Store
Online Sale Start: Scheduled for 6:00 AM (subject to change)
Purchase Limit: One of each item per transaction on the launch day
Availability: While supplies last
*During high-traffic periods, you may be directed to an online "waiting room." Waiting before 6:00 AM does not guarantee priority access.
Why Korean Street Brands Right Now?
── Why K-Fashion is Taking the World by Storm
Diversity of Korean street fashion ── Minimalist, oversized, K-Chic. thisisneverthat embodies the freedom of style as a central brand.
With the global rise in popularity of K-POP and Korean dramas, the attention on Korean fashion brands has increased year by year. thisisneverthat is precisely at the core of this trend. As a brand that embodies Korean youth culture—street, music, skate, and art—it enjoys support so strong it is often called the "No. 1 Korean street brand."
Notably, thisisneverthat shares deep ties with Japanese culture. One of the founding members studied in Japan and was heavily influenced by the 90s Ura-Harajuku culture. In 2022, they opened their first overseas flagship store in Harajuku, Tokyo—a choice said to be made as a gesture of "gratitude to Japan." Since then, they opened a flagship store in Osaka in 2024, rapidly expanding their fan base in the country.
Retro print designs, oversized silhouettes, and high-quality materials—the fact that these elements are available at accessible price points (T-shirts roughly ¥5,000–¥10,000, hoodies ¥10,000–¥20,000) is a major reason for their support across a wide demographic. It is not uncommon for new items to sell out immediately upon release, and a fierce battle is expected for this collaboration with Starbucks.
Want to Enjoy Korean Street Fashion?
── Discover the "Authentic Korea" with KEMA
KEMA ── A hair care brand that brings you "authentic Korea," from culture and fashion to beauty and lifestyle.
As represented by thisisneverthat, Korean street culture has now transcended "trends" to become a lifestyle that is permeating the world. The way they enjoy coffee, listen to music, and coordinate their daily outfits—there is a shared "laid-back freedom" and "deep dedication" in the styles presented by Korean youth.
At KEMA, we bring the "reality" of this Korean culture to you in Japan. The spirit of "fashion for everyday wear" proposed by street brands like thisisneverthat resonates with the items selected by KEMA. Simple yet distinct. Basic yet authentic to yourself—come find your own style at KEMA.
Bringing the "Now" of Korea into your daily life.
KEMA is a hair care brand that delivers the charm of Korean culture
through fashion, beauty, and lifestyle.
Why not check out the latest Korean trends?
Where Street Culture Meets Coffee
The thisisneverthat × Starbucks "neverthatcoffee" collection is a must-watch collaboration for the first half of 2026, transcending the boundaries between fashion and coffee culture. Fusing the worldview of a brand at the forefront of the Korean street scene with the everyday coffee experience proposed by Starbucks, this collection is a reminder of the momentum and depth of Korean culture.
On the April 28 launch date, the online store is scheduled to open at 6:00 AM. Since popular items are expected to sell out instantly, we recommend checking the items you want in advance.
And if you want to feel the "reality" of Korean culture even closer to home, please take a look at the KEMA online store. These items, reflecting the "now" of Korea, will surely add a new splash of color to your daily life.
