general idea.


general idea itself is a very unique brand, with the mission is to discover and define the differences between individuals, and to find their own personality for everyone.  the concept of the brand is the perfect blend of avant-garde design and street fashion, the market proves the feasibility of the this conceptual assumption.


the shaping of general idea focuses on the sense of hierarchy, to mix and match street fashion sense with a relatively soft color: gray-blue to create hit color sense. at the same time, stripes, printing and camouflage etc. best single item is mainly a zipper-detailed and tannin-sleeve camouflage anorak or an bomber jacket that is modified as a blue leather jacket, still very refreshing.


general idea uses the chic baseball hat, plaid shirt, casual pants and large backpack very frequently in his line, revealing vitality and vagueness of the korean street fashion style. the new season’s surprise is full of european and american fashion using textile printing with maple leaves and dark green plaid,  fashionable yet smart classic.



the meaning.

sticking to his black and white palette, choi delivered a range that was “inspired by brutalist architecture” — meaning, in colloquial speech, generally dark and visually strong.


established gib holdings.


'mild seven renault f1 team’- racing car design * heineken package design.


publication - ‘take a wall from the world’ * bcap (breast cancer campaign) necktie design * absolute ‘design your flavor’ design.


fw09 new york collection * publication- ‘choi bum suk’s idea * design t-shirt for black kitty collection by mac.


ss10 new york collection * seoul art technical college fashion design professorship * assa wheel(subsidiary of hankook tire) uniform design * gm daewoo lacetti premiere imaging project design * pantech cell phone sky uniform design.

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