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15YR PFK Hoodie Black/Orange

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NYFW '23 — 27 Mercer St

11 September 2023

New York Fashion Week, September 2023. GEEDUP took a storefront at 27 Mercer St in SoHo, Lower Manhattan, from 8 to 13 September, and gave the trip one objective, in its own words: shut New York City down.

Seven months earlier the team had come to fashion week as guests, at Upscale Vandal’s pop-up with NTWRK. This time the doors were GEEDUP’s own, and the pop-up was in-store only. Fat Joe performed on the opening Friday night, with CJ also on the bill, and Fivio Foreign was billed for the Saturday.

The groundwork was laid over the summer. In July GEEDUP posted from New York, and at the end of August the address went up: 27 Mercer St, Lower Manhattan, SoHo. The bill followed, printed plain: Fat Joe and CJ on 8 September, Fivio Foreign on the 9th, 9PM to 1AM both nights.

A packed room lit by phone screens; a performer in sunglasses and a black jacket on the mic. — Friday night at 27 Mercer St.

The same week, the team was with Fat Joe for the release of his Terror Squad Air Force 1, including a second day at UP NYC in the Bronx. On the Friday he performed at the pop-up’s launch.

Mercer St could not hold it. Press reports put the crowd in the thousands, against a room that took a few hundred, and Complex described the overflow turning the street into a block party.

We had one objective — shut New York City down.

GEEDUP, 10 September 2023

A Geedup x NYFW range was made for the week: a hoodie, tee and cap, and a varsity jacket in wool blend, fully lined in a PFK jacquard. PFK is Play for Keeps, the line GEEDUP had posted from New York in July: “Play for Keeps, Forever & Always.”

“From the west to the world,” read the post from SoHo that week. GEEDUP returned to New York Fashion Week in February 2026, with Vanson Leathers.