The South-Korean fashion label for men ‘General Idea‘ has been gaining much worldwide attention. Earlier in the year, the label has debuted in NYFW and fans from around the world shows great enthusiasm for the growing brand designed by Choi-Bum Suk.

On the other side, sports brand PUMA released its Archive Collaboration project in Asia, and chose Choi as the first designer. The project invites Asian designers to tell their storied style of PUMA. With ‘Rhythmic fashion’ as a constant reference, PUMA & General Idea uses repetitive typographic patterns, also seen in General Idea’s latest S/S2011 runway.

See the designer sport his own special capsule collection below.