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Invite Only — the Del. 04/25 Pop-Up

Released Friday 16 May 2025, 6:30pm AEST

Del.04/25 went out under one line, “Purveyors of all things fine,” on Friday 16 May 2025 at 6:30pm Sydney time, with drop times set for Auckland, New York, Los Angeles, Puerto Rico and London.

On Thursday 15 May 2025, the night before, GEEDUP held a private pop-up for the people who had RSVP’d. It was invite only, built in a warehouse in three days and, in the brand’s words, done “in black and white.”

The Del.04/25 private pop-up, May 2025

Three days

The space started as a bare warehouse. A timelapse from the build shows it fitted out from empty concrete: rails and plinths, traffic cones and caution tape, cars raised on hoists and a lounge against the far wall, until the floor fills with guests under red light.

GEEDUP’s own caption on the behind-the-scenes set: “Put together in 3 days and blew it out - there ain’t no one else.”

Timelapse: building the pop-up

The room

Inside, the delivery hung on rails under red light beside stacks of cast plaster blocks marked with the G, and posters carried GEEDUP lines, among them “You know we did it first & better.” A mural was painted on site.

Guests tagged in the recap included the NRL players Andrew Fifita, Josh Addo-Carr and Jesse Ramien, and Jay Malkoun.

  • A man in a black GEEDUP collared knit crouches in a wood-panelled room with a round window
  • A man in a grey and black GEEDUP jacket and Play For Keeps trackpants in a wood-panelled room
  • The back of a GEEDUP jacket with a boxing print and script, a woman in an orange jacket beside him

Purveyors of all things fine

The campaign itself was shot before the event: a wood-panelled room with a round window and leather armchairs, a brick courtyard, and a curved staircase photographed in black and white. The Behind The Garment episode for the delivery went up on YouTube two days before release.

  • A man in a green GEEDUP script sweatshirt seated at a table in a brick courtyard
  • The back of a white Play For Keeps tee in a wood-panelled room
  • Black-and-white group portrait on a curved staircase, five people in GEEDUP
Behind The Garment Episode 3: Del.04/25 — GEEDUP on YouTube, May 2025

Run it back

Afterwards the team thanked “all that rsvp’d and the 100 attendees”: “There’s a reason we kept it exclusive, so we could give all of you our time.” A few days later it left the door open: “‘Invite only’ pop-up was a movie - might open the next one up for everyone.”

Guests tagged — @andrewfifita, @joshaddocarr, @jesseramien, @jaymalkounofficial

More from Discover

  • Jay Malkoun in a black and red GEEDUP hoodie, seated by a wood-panelled fireplace, from the Delivery 02/25 campaign film

    Jay Malkoun for Geedup Co.

    Jay Malkoun, raised in Reservoir, Melbourne, fronts GEEDUP's Delivery 02/25: an interview film, the first Script Logo and Team Logo sets of 2025, and the launch of Behind The Garment on YouTube.

    Campaign
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