The hero was the Geedup x Trapstar Letterman: a wool body with premium cow-leather sleeves, the GEEDUP G and the Trapstar T embroidered together on the chest beside “It’s A Secret”, a 20 25 chenille patch on the sleeve and Geedup Trapstar chenille on the shoulders. It came in black/cream/orange and black/white/grey. Inside, the quilted satin lining is embroidered with a coded message, which GEEDUP spelled out in a teaser: “It’s a secret, look closer to decode it & play for keeps like your dice are loaded.”

Around it sat a cotton Team Logo x Trapstar Signature Jacket, 380gsm fleece hoodies, 230gsm tees including a Sydney x Trapstar Secret tee with Sydney artwork, and a Play For Keeps x Trapstar ski mask.

The campaign film was produced by Moonboy Studios, directed and produced by @aloshfilms, shot by @jrbfilms, with casting and styling by @melyssalauren, and the shoot was “2 days work squeezed into 16hrs”. In it an old man reads the news of the collaboration in his newspaper while masked runners and BMX riders in the co-branded chenille hoodie take over the frame. Episode 12 of GEEDUP’s Behind The Brand goes inside the collaboration, from concept to execution.

The capsule went live everywhere at the same moment: 6:30pm in Sydney, 8:30pm in Auckland, 9:30am in London, 4:30am in New York and 1:30am in Los Angeles. Days later Complex was stocking it in the US. Posting a behind-the-scenes reel from the campaign shoot, GEEDUP gave its verdict: “In true fashion, we did what we do best… ripped the roof off.”