General Idea



In 1967, General Idea was founded in Toronto by AA Bronson (b. 1946), Felix Partz (1945-1994), and Jorge Zontal (1944-1994). Over 25 years, they made a significant contribution to postmodern and conceptual art in Canada and beyond.

"GI" worked across various media including photography, sculpture, painting, mail art, video, installations, multiples, and performance.   

Consumerism was a theme that made regular appearances throughout their oeuvre. GI regularly confronted the reality that art had traditionally been a luxury item, a social flex, and a commodity. 

Between 1986-1988, General Idea produced the Copyright series, a body of works painted on canvas, denim, and cloth, and executed with bleach, leather strips, or gold leaf. This work, a paradigm of the series, features an enlarged Copyright symbol that encompasses the composition. The stretched denim is beached with a tie die effect that ripples around the symbol. 

These paintings appropriated the international symbol of legal ownership and turned it into an oversized abstract logo. Was GI mocking or paying homage to artists such as Kenneth Noland or Claude Tousignant? Regardless these paintings became the ideal version of abstraction in the post-modern era. 

General Idea's works frequently have art, consumerism, and iconography confront each other in jarring but playful ways. AA Bronson once explained, ‚ÄúGeneral Idea was at once complicit in and critical of the mechanisms and strategies that join art and commerce, a sort of mole in the art world.‚ÄĚ

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Canada, 1986

Bleached denim

Signed and dated by artist, verso

27"H 27"W (work)

Very good condition.

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Our inventory is divided between New York and Toronto. 

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We can ship anywhere. Typically when we ship within North America we prefer to use FedEx or DHL. To Europe, Asia and beyond we generally use DHL. 

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For shipments within North America, we typically charge a flat rate fee. Many items on our site will list the rate. For shipping outside of North America, we can easily provide a quote and will look for the most efficient and economical option.

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Occasionally we will recommend that an artwork be removed from its frame for shipping. Larger framed works are typically framed with plexiglass. We export over 80% of what we sell, so we are comfortable shipping anywhere. 

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When a work is valued above $2,500 usd there is a possibility of tax of 0.35%, but this is applied sporadically. There can similarly be an additional fee for customs brokerage and this can range from $20 - $65. US Taxes, duties and customs brokerage are not included in our flat rate shipping. However most of our shipments to the US enter without any additional fees. 

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Yes, we guarantee everything we sell. We can provide both a digital and printed version of our certificate of authenticity. 

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- Caviar20 wants you to be 100% satisfied with your purchase. We have a 7 day no-questions full refund return policy for your purchase. Shipping charges are non-refundable. Return shipping is the responsibility of the customer. After 8 days returns are given a credit note. There is no expiration for our credit notes.

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