EXPRESS VALUES AROUSING EMPATHY THROUGH DESIGN For the design that does not conceal the materials. We have a slogon as “Fit easy, Feel easy" Selecting minimalism, we pursue the design which is more focused on the material. Also, we present life style which fashion and leisure are combined together. And through practical products, brand new sub-culture paradigm has been forming in the field. Based on this procedure, we design the product most succintly and simplay, so customers can feel the natural materials. 소재에 집중한 유니섹스 브랜드 제너럴 코튼은 패션과 레져를 결합한 라이프 스타일을 선보였다. 오리지널 웨이브 시그니처 로고를 통해 미니멀한 디자인을 기반으로 소재를 충분히 느낄 수 있도록 균형을 맞춰 베이직 스트릿의 새로운 서브컬쳐 패러다임을 형성하였다.