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Discover

The LA Family — Los Angeles, 2023–24

02 February 2023

Released Thursday 02 February 2023, 4:08pm AEDT

GEEDUP’s US store went live in November 2022, and the brand kept a circle in Los Angeles long after launch week ended. At its centre was A.J. Corleone, the man GEEDUP calls its US Brand Manager. Over the next eighteen months the feed kept checking in on that circle: a cigar room, a hotel suite on Grammys night, a fashion-week pop-up in New York, a sit-down with Freeway Rick Ross and a day named after a skateboarder. None of it was a release. GEEDUP had another word for it: family.

Grammys night

In early February 2023 the crew dropped in on P-Rod. “Chopped it up with the bro, showed us through his space and private cigar room - proper!” GEEDUP posted, with A.J. Corleone tagged alongside him.

Three days later they were in a hotel suite on the night of the 65th Grammy Awards, where King Push, Pusha T, was up for Best Rap Album with It’s Almost Dry. “We had to pull up & wish our Family @kingpush best of luck tonight at The Grammys,” the caption read. Upscale Vandal was tagged in the photos too.

New York Fashion Week

Twelve days later the crew kept a promise on the other coast. “We told @upscale_vandal that we were coming to NYC to see his #NYFW Pop Up w/ @ntwrk and we did just that!” The reel runs from the airport check-in to a stop at Joe’s Pizza and on through the pop-up. Seven months later GEEDUP was back in New York with a pop-up of its own at 27 Mercer St.

The GEEDUP crew flies from Los Angeles to New York, walks Manhattan and visits a fashion-week pop-up — LA to New York for Upscale Vandal’s NYFW pop-up, February 2023

Holding it down

Back in Los Angeles the circle kept appearing. On 4 May 2023 GEEDUP posted Freeway Rick Ross in a GEEDUP jacket, captioned with his name and “#IYKYK”. The next day it wished “our US Brand Manager @a.j.corleone” a happy birthday: “Wish you all the health, wealth and prosperity brother. Let’s grow!”

In June it gave a shout-out to Smiley and Pressa Armani, “holding it down in LA”, over a reel from a night where GEEDUP bags lined the step-and-repeat.

A night in Los Angeles: guests pose with GEEDUP gift bags at a step-and-repeat, then performers take the stage — “Holding it down in LA” — June 2023

Prod Day

A year later the family had a day of its own. “@prod day 6.21.24 aka Go Skate Day,” A.J. Corleone posted, with GEEDUP as co-author: “@geedupco had to celebrate our family @prod.” The film moves through an indoor skatepark, decks being signed and tricks being landed, with GEEDUP tees all over the room.