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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.

Past Sales Featuring General Idea & more

Sale Ended September 28, 2015

100 Top Transitional Picks

A smart selection of wardrobe staples for the season ahead

Sale Ended July 21, 2015

Fresh Sweats

Comfortable workout gear that can keep up with you beyond the gym

Sale Ended September 20, 2015

Fashion Forward Designers

Menswear that pushes the envelope, by Rich Owens, Alexandre Plokhov, and more

Sale Ended August 21, 2015

Short Order

Need-them-now shorts by Gant Rugger, Publish Brand, Brooks Brothers, and many more

More Styles by General Idea