thisisneverthat x Grateful Dead

Exploring thisisneverthat x Grateful Dead Collaboration

Collaborations between streetwear labels and bands/musicians are no newfound phenomena. When Stussy grew legs back in the 1980s, which gave birth to a whole new beast in itself – ‘streetwear’ – and everything that comes off it, their graphics were inspired by all sorts of cultural faucets, including music. For generations, streetwear brands new and old have been fusing fashion and music, bridging a generational and cultural gap.

A recent meeting of two counterculture icons, the Korean label, thisisneverthat, and the legendary band, Grateful Dead, prove that the worlds of fashion and music are linked tighter than we think. What makes collaborations like this so special is that they expose their previously separate audience to a whole new world they didn’t know before.

Established in Seoul, Korea, in 2010, thisisneverthat emerged as a boundary-pushing streetwear brand, carving its place with a unique blend of contemporary design and street-style aesthetics. thisisneverthat pays homage to the golden era of streetwear, the 1990s and 2000s, through its timeless silhouettes that are inspired by age-old classics, brought up to a modern standard through custom graphics and updated cuts. With a penchant for collaborations with industry titans, like New Balance and G-SHOCK, they frequently innovate beyond what many only dream of.

Grateful Dead, formed in 1965, was a band that defined an era, that transcended mere music to become a cultural phenomenon, defined by their eclectic tunes, free-spirited ethos, and devoted fanbase that helped shape counterculture movements. Their iconic imagery, including the “Steal Your Face” skull logo, continues to be a symbol of rebellion and freedom. To this day, despite ceasing music production in 1995, Grateful Dead has continued to forge an identity outside of its original context – music – and they have explored different avenues of expression including fashion.

The partnership between thisisneverthat and Grateful Dead is a testament to the merging of two seemingly disparate worlds: fashion and music. The collaboration marries streetwear sensibilities with the band’s iconic graphics and motifs, creating a collection that pays homage to the band’s legacy while infusing it with a contemporary edge. Without a partner like thisisneverthat, it’s hard to picture a brand that could pull off such a feat.

Alongside its main offering of thisisneverthat, HHV ushers in the label’s collaboration with The Grateful Dead that spans outerwear, headwear, bottoms, sweatshirts, homeware, tops, and accessories. Hand-picking some of my favourite pieces from HHV’s offering, I’m immediately drawn to the SYF Fleece Sweater and Iconography Tapestry Blanket – let’s go into further detail on both of these pieces and how they celebrate this collaboration. Starting with the Fleece; what starts as a classic thisisneverthat silhouette with a handy kangaroo pocket and snap-button closure is decorated with familiar The Grateful Dead iconography such as ‘Steal Your Face’ graphics on the left and right side of the chest. Secondly, the Tapestry Blanket is one of the carefully crafted homeware pieces from the collection, that can be hung on your wall or used as a throw.

Transcending merely fashion, the collaboration serves as a reminder of the enduring impact of counterculture movements and how they continue to shape modern trends and perceptions. Collaborations like these offer a glimpse into the cultural significance of preserving legacies while reinventing them for new audiences and exposing their works to a younger generation who would not have heard of the band.

The thisisneverthat and Grateful Dead collaboration stands as a testament to the synergy between fashion and music, transcending generational divides. It showcases the power of combining iconic elements from the past with the innovation of the present, creating a vibrant homage to cultural legacies that continue to inspire and resonate in today’s world.

The latest from thisisneverthat and The Grateful Dead is available now from HHV’s online store.

Text by @Aligeorgehinkins