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About General Idea

Emerging Seoul designer Bumsuk Choi arrived on the scene in Spring 2004 with his label General Idea, and he hasn’t stopped pushing the menswear envelope since. Recent collections have been dominated by androgynous military looks, drapey trousers, oversize cuts, an abundance of hardware, and unexpected pops of fur. Choi has also participated in a number of inspired collaborations with brands like Absolut, Heineken, MAC Cosmetics, and Puma.

New Sales Featuring General Idea & more

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Past Sales Featuring General Idea & more

Sale Ended December 23, 2014

Winter Layering 101

Pile on these versatile hoodies, henleys, and more for a cool look that'll keep you warm.

Sale Ended November 14, 2015

Black on Black

Head-to-toe looks to capture the effortless, cool kid vibe

Sale Ended September 18, 2015

Fall Upgrades for Every Man

Stay stylish all season long with a new crop of wardrobe staples, from slim-fit sweats to sharp suits

Sale Ended August 02, 2015

The New Standard: Black Denim

Find your new denim neutral, by Naked & Famous, Baldwin, and more, plus tees, kicks, and more accessories to finish off the look

More Styles by General Idea