The rollout was short. On 3 June a single teaser named the jacket, “The Pinnacle” Reversible + Duck Down, and said only: “Soon.” The reveal reel followed on 9 June, billing it as the first release of the winter season, and the next day GEEDUP posted the behind the scenes from the shoot, all in black and white.

A second film turns the jacket from its black side to its light side on the same set.

The day before release, the warehouse was stacked with boxed Pinnacles, and GEEDUP’s Yas had packed every one of them by hand. The caption that night kept it short: “T’s crossed and i’s dotted my bredrino’s.”