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BRAND WATCH: General Idea Sp’12

While sporting a more preppy appeal for spring/summer 2012, General Idea heads to “la plage”.

Words: Tai Lotson

General Idea‘s spring/summer 2012 collection oozes beachcomber. Whether you’re a young hottie vacationing abroad or a sophisticated gentleman hitting the waves, the collection offers a little something for everyone, accented by eye-popping colors as bright and energetic as turquoise, salmon and orange, to the more muted, calming hues of khaki, navy and green. Featuring easy to wear styles made up of vests, stripes, shirts and shorts, General Idea makes it all the more easy to imagine yourself surfside on the beaches of Waikiki. But leather jackets also make an appearance as do double-breasted blazers, this time with high collars and drawstrings (at waist and neck). The checkerboard button down look is a personal fave, especially when spruced up with a bright tie and paired with a fairly sheer, knitted cardigan as was executed in their runway show last fall.

Korean Chief Designer Bumsuk Choi was able to create a new look for the millennial beach boy, who has an urban, yet preppy edge with General Idea Spring 2012. And while every man will be as adventurous when it comes to pulling off some of the complete looks, General Idea still wins this season, as you can mix and match individual pieces that rock, and even find some great knitwear and outerwear to boot.

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