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Discover

Jay Malkoun for Geedup Co.

28 February 2025

Released Friday 28 February 2025, 6:30pm AEDT

Jay Malkoun fronted Delivery 02/25, released on Friday 28 February 2025 at 6:30pm Sydney time. GEEDUP introduced him in its own words: raised in the suburbs of Reservoir, Melbourne, Jay’s life was “filled with trials and tribulations fitting of a movie script.” He came out the other side, in GEEDUP’s words, “a best selling author and devoted father”, and the label called him “a prime example of no ship being too big to turn around.”

Jay Malkoun for GEEDUP, Del.2/25 — campaign film — Jay Malkoun for Geedup Co., Delivery 02/25.

The film

The campaign is an interview film: Jay in an armchair in a wood-panelled room, by the fireplace that became the set for the whole delivery. GEEDUP posted it on 24 February, four days out, as a joint post with Jay’s own account, and let him tell it.

Delivery 02/25

The delivery carried the first Script Logo and Team Logo hoodie-and-pant sets of 2025. The Team Logo set came in black, white and red, 380gsm fleece with terry-towel and tackle-twill logos, and the teaser leaned on history: “You know what happened last time when we dropped a red & black.” The Script set came in navy and teal, with chenille Script logos at the chest and shoulder. Around them sat PFK jacquard shirts and shorts in charcoal and pistachio, and GDUPFK basketball jerseys in mesh.

The full lookbook went up on 25 February, shot on the same set.

Behind the garment

Delivery 02/25 was also the first time GEEDUP took a collection apart on camera. Two days before release it launched Behind The Garment, a YouTube series in which Jake Paco walks through each delivery piece by piece, showing, in the label’s words, “the creative process, hard work, and hustle that goes into every collection.” Episode one was this drop.

A week after release, Behind The Brand episode nine went back through the samples, the lookbook and the campaign shoot, with a first look at a collaboration still to come. The two short teasers that opened the rollout, from 18 February, sit at the end.