GEEDUP was plain about the work behind it: “countless hours spent on product development, catalogue names and an even longer list of strike-offs and samples.” The brand called the result “our first ever green catalogue”.

The line it used from the start was just as short. “For everyday missions” first appeared in May 2025, on a GENERALS post that tagged Headie One. On 19 August a joint post with Jake Paco added two more words: “Worldwide - soon.”

Every piece came in three custom colours, Nimbus Cloud, Chestnut and Jet Black, on a 360gsm brushed fleece. The catalogue ran from classic raglan hoodies and tapered pants to zip hoodies, quarter zips and crewnecks in classic and oversized fits, with fleece, nylon and piqué shorts alongside.

In the last fortnight of August GEEDUP walked through it a set at a time, each post naming the cut and the colour: the classic raglan hoodie and tapered pants first, then the classic zip hoodie with fleece shorts, the oversized zip hoodie with fleece pants, quarter zips with nylon pants and shorts, the oversized crewneck with piqué shorts, and finally the oversized hoodie and classic crewneck.

Alongside the product posts came the process: “Behind The Scenes of Collection 001”, a roll of “BTS on film”, a stylised lookbook and micro reels shot on an escalator and in a café, each signed off the same way: “Available from Friday 29th Aug.”

The photographs in this story come from those rolls of film, shot in and around the studio as Collection 001 came together.