NEW YORK, Mar 12, 2011/ — Bum Suk Choi, launched his menswear designer collection “General Idea” in 2004 at the young age of 26.

While building “General Idea” into an international brand, Bum Suk has also created designs for Heineken, Absolut Vodka and a limited edition line for Puma. A published author about to release his third book, Bum Suk finds inspiration from his world travels and instinctual innovations.  

Photos by Thomas Barnes

New York Fashion Week