There’s nothing generic about General Idea, even if the South Korean menswear brand’s name may hint otherwise. Currently one of the hottest menswear brands in Korea, General Idea was founded by designer Bumsuk Choi in 2003 and has shown during New York Fashion Week for the last six years. One of the pioneers of sport luxe in menswear, General Idea takes everyday clothing and gives them a subtle high-fashion touch. Whether through the use of intriguing design details or unusual silohuettes, Choi’s designs make a subtle statement which leave a lasting impact. Currently in stock in store at Konzepp and also online, get on board the K Wave sweeping the world and choose General Idea.