What it isNt
What it isNt is a contemporary streetwear brand centered on the artwork of professional skateboarder Mark Gonzales. Its aesthetic features playful, hand-drawn graphics and a lo-fi visual style. The brand represents global skate subculture, emphasizing creative freedom, non-conformity, and the intersection of street art and functional apparel.
Fashion History
The brand originated from a 2001 collaborative music project between Mark Gonzales and Tommy Guerrero. It transitioned into a fashion label through licensing agreements in Asia, particularly South Korea and Japan. Historically, it serves as a commercial extension of Gonzales’s influence on the skateboarding industry. The label’s significance lies in its preservation of 1990s skate aesthetics and its role in popularizing artist-driven streetwear within the mainstream Asian fashion market.
