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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 April 13, 2015

Every-Occasion Shorts

Seasonal must-haves for the beach, the couch, and everywhere in between

Sale Ended August 20, 2015

Monday Blues: Sportshirts

Refresh your wardrobe with go-to button-ups in the color that looks good on every guy

Sale Ended July 21, 2015

Fresh Sweats

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

Sale Ended August 04, 2015

Mood Indigo: Denim Must-Haves

Embrace the blues with head-to-essentials by AG Adriano Goldschmeid, Fred Perry, and more

More Styles by General Idea