Bumsuk Choi, the name behind the menswear label, General Idea, launched his debut collection in the Spring of 2004 at the age of 26 making him the youngest designer to join the Seoul Collection in the Republic of Korea. Since the start of General Idea, Bumsuk has succeeded in building an international brand as well as collaborating with many major labels worldwide. In 2006 Choi designed the RENAULT F1 Team’s Formua 1 race car. Since then he has designed for Heineken, Absolut Vodka and in early 2010 the limited edition General Idea / Puma “Black Station Line” was launched exclusively in Asia. Choi views his design process very instinctually and finds inspiration from his international discoveries and sudden urges to innovate trend. As a published author, he has released his second book on his inspirations and world travels – Choi is currently working on his third to be released later this year.
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