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Ten Years — BRICK & Most Wanted

10 July 2020

Released Friday 10 July 2020, 6:30pm AEST

2020 marked ten years of GEEDUP, and the brand marked it in duck down. “Every detail I’ve learned over a decade I’ve put into the details of this duck down 10 year anniversary jacket,” read the first look, posted on 13 May.

That jacket was the BRICK, limited to 100 pieces. With the BRIDGE it made up the ‘Most Wanted’ capsule, two duck down jackets released on Friday 10 July 2020 at 6:30pm AEST.

The BRICK

The name came from the product listing: “10 yrs, 10 toes down. That’s a brick under the belt.” It was a quilted satin jacket filled with 100% duck down, with a 10yr Anniversary patch on the left chest and right arm, a red satin lining, a detachable hood, ripstop at the shoulders and gunmetal hardware.

It was offered first by invite, and on 4 July, in the run-in to release, GEEDUP called it “A Geedup ‘Grail’.” A small number were held back and released online on 10 July as one of the two ‘Most Wanted’ jackets.

We’ve spent a decade on the blueprint, this piece is a direct product of that.

GEEDUP, 2020

A man in the black BRICK duck down jacket at a harbourside railing at night, city lights behind him — The BRICK duck down jacket, 2020

Most Wanted

The ‘Most Wanted’ film went up on 2 July, tagged with Sydney Exotics and Kreezy Visions: both jackets beside a white G-wagon under blue and red lights. The second jacket was the BRIDGE Reversible Duck Down, its listing carrying the same ten-year note: GEEDUP in felt tackle twill across the chest, ripstop at the shoulders and hood, PFK woven tags and a two-tone custom zip pull, white on one side and blue on the other.

Three days after the release, GEEDUP posted that both jackets from the ‘Most Wanted’ capsule had sold out.

A man pulls up the white hood of the BRIDGE reversible duck down jacket beside the harbour at night — The BRIDGE Reversible Duck Down, 2020

Signed, sealed, stamped

Each jacket came with a numbered certificate of authentication. When customs held the packaging for inspection, GEEDUP kept the jackets back rather than send them without it: “These jackets are to come wrapped, boxed, signed, sealed and stamped… we don’t want to deliver half a product.”

On 17 July the team posted the certificates being signed, numbered, enveloped and wax stamped. Three days later the caption asked: “You know what’s inside these yeah?” Dispatch began on 22 July, and the last of the BRIDGE jackets went out at the end of the month.

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Ten Years — BRICK & Most Wanted

The BRICK

Most Wanted

Signed, sealed, stamped

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The BRICK

Most Wanted

Signed, sealed, stamped

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