WELCOME
Without any formal training, Bumsuk Choi, the name behind the luxury menswear label, General Idea, launched his debut collection in the Spring of 2004 at the age of 26. At the time of the launch, Bumsuk was the youngest designer to join the Seoul Collection in the Republic of Korea. Since the start of General Idea, Bumsuk has done multiple collaborations in various industries…designed the Mild Seven RENAUIT F1 Team’s Formula 1 Race Car, designed the packaging and uniforms for Heineken (to be distributed throughout Korea), and designed the Absolut Vodka bottle for their 2007 campaign. In late 2009, Puma will release a limited edition General Idea collection for their Black Station Line, which is to be carried throughout Asia.