Jake Paco told the story himself a week before release. Late the previous year he had gone overseas with no experience in leather goods and no idea where to start, and spent three full days turning up at the offices of leather suppliers, “some dusty old joints, some unwelcoming and some great.” He told every one of them the same thing.

Every piece was cut from full-grain pebbled leather, with the PFK monogram printed across the body and the GDUP Handstyle silk-printed on the front. The hardware was polished to a high shine, the insides lined in cotton twill, and each piece carried a baby blue hang tag with blind-embossed artwork. The duffle opened on a metal zip to a large main compartment with an internal laptop sleeve; the backpack added padded laptop storage and a G icon stitched into its mesh back panel.

The leather arrived inside what GEEDUP called the biggest drop of its 2024. Del. 10/24 brought Handstyle and PFK hoodies with embroidered shorts to match, US VS THEM and Casa De Geedup tees, Team Logo basketball jerseys, mesh and swim shorts, and Lil Don’s pieces for the kids. The teaser line set the scene: “A sunny place for shady people.” Tyson Pedro was among the faces in the campaign, and the shoot week became Behind The Brand EP 6.

GEEDUP’s own line for the centrepiece was characteristically blunt: “The Duffle Bag comfortably holds 1M in cash.” Days after release the brand called the range what it was for the label: its first luxury leather product.