The response surprised the people behind it. “We came back into this not really knowing how you guys were going to receive it after so much time off the field,” Jake wrote in June. His conclusion was simple: “Geedup is for the people.”

A photo from Surry Hills that month carried another line that stuck: “Far from Harvard students, just had the balls to do it!”

By September the label was building again. “We’re not new to this,” it posted, and after a full day shooting with its creative team, Kreezy Visions among them, it released its long-sleeve jerseys on 13 September 2019, pieces it said it had held back for years. “Couldn’t be more thankful for the team of creatives we are surrounded by,” the caption read.

The same month the first deliveries of the new season were taking shape. The message did not change: Play For Keeps, always.

Two years later GEEDUP looked back on “a wild 3 years since the relaunch”. It had started with an open letter and a promise to come back.