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Discover

Movers & Shakers — Del. 09/24

25 October 2024

Released Friday 25 October 2024, 6:30pm AEDT

Delivery 09/24 released on Friday 25 October 2024 at 6:30pm, in Australia, the United States and the United Kingdom at once. GEEDUP described it as a 20-piece drop of all-new styles, drawing influence from the brand’s roots in the 1990s and early 2000s. The campaign took that brief literally: a quad bike in the park, a hose on the front path, a weight bench on the lawn and a sports car at the kerb, all shot on a bright suburban day.

The street

The photographs read like a family album from the era the collection references. A quad bike waits under gum trees, then tears off down the road. A man in a GEEDUP back-print tee waters the front path beside the letterbox. The Movers & Shakers jacket, washed black with yellow lettering, turns up on a weight bench in the grass and again hanging from the open door of a black car.

The range

Movers & Shakers came as a jacket and matching shorts, in washed black and yellow and in grey and white. Around it sat G Sublimated Lightweight jackets and shorts, Always Neighbourhood crewnecks, Handstyle EMB tees in black and pink, pale pink and soft green, the Handstyle Hoodie in black and chrome, PTBAP Nascar tees, PFK Snap Pants, G Ripstop Pants 2.0 and PFK EMB hats. The Chrome Logo tee and HS/PFK Monogram Swim Shorts, in black and pink and in forest green and white, rounded it out.

Del. 09/24 campaign — GEEDUP on YouTube, Oct 2024

The rollout

The teasers began in early October with “New shiii.” and a reel named after the jacket. On 14 October GEEDUP posted a single line: “Ain’t no newcomer.” A lookbook visual followed, billed as “a complete guide on all looks and styles. Curated by us, for you,” then a carousel of details and, a week before release, the campaign film with the drop time for every region. Behind the Brand episode 5 later took viewers onto the shoot, where the crew worked the street with a gimbal rig.