Based in Seoul, South Korea, General Idea is helmed by Choi Bum Suk, a self-made, self-taught designer who got his start in high school, selling wholesale clothing from a street stand. Taking matters into his own hands, at the age of 21, Choi launched his own line combining high-fashion with a sporty casual aesthetic. Unlike the others, this Korean label sticks to a “less is more” approach with simple colours, high-quality construction and unexpected detailing.
