General Idea, New York Fashion Week, FW2011

The letter “M” is the catalyst for General Idea’s AW11 collection. From last season’s military look to the rugged aesthetic of the mountains, “M”inspired Bumsuk Shoi.
General Idea has married those concepts of military and mountains through collaboration with Italian outwear brand “Nepa”. Together GU and Nepa have created a line of comfrtable yet functional outwear in rich hues of mustard, red, navy, and beige. Durable fabrications like cotton, wool, and polyester make them ideal for the outdoors.
General Idea has accessorized these pieces with utilitarian backpacks in a variety of colors and styles, cultivating looks that are both practical and on trend.
From season to season, the eminence of designer Bumsuk Choi’s General Idea continues to grow as a global fashion presence, collaborating in the past with Absolut Vodka, Puma, Audi luxury vehicles, and more.