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Invite Only — the Del. 04/25 Pop-Up

15 May 2025

Released Friday 16 May 2025, 6:30pm AEST

Del.04/25 went out under one line, “Purveyors of all things fine,” on Friday 16 May 2025 at 6:30pm Sydney time, with drop times set for Auckland, New York, Los Angeles, Puerto Rico and London.

On Thursday 15 May 2025, the night before, GEEDUP held a private pop-up for the people who had RSVP’d. It was invite only, built in a warehouse in three days and, in the brand’s words, done “in black and white.”

Recap of the Del.04/25 private pop-up: cast plaster blocks, caution tape, cars on hoists, garment rails under red light and guests in a warehouse — The Del.04/25 private pop-up, May 2025

Three days

The space started as a bare warehouse. A timelapse from the build shows it fitted out from empty concrete: rails and plinths, traffic cones and caution tape, cars raised on hoists and a lounge against the far wall, until the floor fills with guests under red light.

GEEDUP’s own caption on the behind-the-scenes set: “Put together in 3 days and blew it out - there ain’t no one else.”

Timelapse of an empty warehouse being fitted out for the Del.04/25 pop-up and filling with guests at night — Timelapse: building the pop-up

The room

Inside, the delivery hung on rails under red light beside stacks of cast plaster blocks marked with the G, and posters carried GEEDUP lines, among them “You know we did it first & better.” A mural was painted on site.

Guests tagged in the recap included the NRL players Andrew Fifita, Josh Addo-Carr and Jesse Ramien, and Jay Malkoun.

Purveyors of all things fine

The campaign itself was shot before the event: a wood-panelled room with a round window and leather armchairs, a brick courtyard, and a curved staircase photographed in black and white. The Behind The Garment episode for the delivery went up on YouTube two days before release.

Behind The Garment Episode 3: Del.04/25 — GEEDUP on YouTube, May 2025

Run it back

Afterwards the team thanked “all that rsvp’d and the 100 attendees”: “There’s a reason we kept it exclusive, so we could give all of you our time.” A few days later it left the door open: “‘Invite only’ pop-up was a movie - might open the next one up for everyone.”

Guests tagged — @andrewfifita, @joshaddocarr, @jesseramien, @jaymalkounofficial

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Invite Only — the Del. 04/25 Pop-Up

Three days

The room

Purveyors of all things fine

Run it back

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Three days

The room

Purveyors of all things fine

Run it back

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Jay Malkoun for Geedup Co.

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