The milestone was not marked with a product. In the same post GEEDUP put $10,000 back into the community that had carried it there, as one hundred gift cards of $100 each, and called it what it was: a thank-you.

The photo that carried the news was taken in the office. The team lined up under four framed black-and-white portraits, the GEEDUP name running behind them.

It came at the end of a big week. Spring Del. 1/21 had released on Friday 24 September and sold out that night, “SOLD OUT // Light work.” The next day GEEDUP thanked its customers in words that ran straight into the milestone post: “New heights were reached with the release of Spring Del.1/21 that just further confirmed that we are THE only brand. Thank you all for the continued support toward this thing of ours.”

The phrase in both captions was not new, and it did not go away. “This thing of ours” kept turning up in GEEDUP’s writing, and in 2023 it became the name of a delivery, Autumn Del. 3/23, shot between Sydney and London. The return the 100K post counted from is told in We Never Left.