The film moves in short cuts. A crew waits in the dark in GEEDUP hoodies while a scope picks out a white truck through a fence line, and a voice on the radio reports: “The gate is guarded, I’ve lost visuals.” Messages flash up on a phone, “Are you close brother?” and “At the gate now”, before the truck rolls down the driveway with its lights on. Its rear doors carried the season’s joke: GEEDUP in script over “Kill em’ & chill em’”, “100% Natural” and “Meat Distribution”.

Inside, the cold room glows blue. The stills from the night put the crew between stacked white boxes stamped GEEDUP, in the Sportsman Tracksuit Set in black and in grey, with a Script Logo crewneck held up to the light. Outside, the cameras caught the rest of it: a black Rolls-Royce at the kerb, a driver lit red behind the wheel, and black wet-look duck down jackets worn open on their red side.

The rollout ran for a fortnight. “We’ve only just begun, all you’ve witnessed is the warm up,” GEEDUP posted the day after the first teaser. “Prime cuts” followed from an undisclosed location, then “The Grail.”, then a reminder of where it started: “Geedup Co, Sydney - Worldwide // 2010 - Forever.” On 9 June the behind-the-scenes post named the crew: “We really went all the way on this one. Big, big ups to the team for always pulling through, sharing the vision and helping execute these campaigns the way they do”, tagging @kreezyvisions and @blindsidehein.

On the eve of release the promise was “Come 6:30PM, new bench marks will be set.” An hour before the drop, the delivery-day caption called it “a massive milestone for us - one I’ll talk to you all about on a later date.” The next day’s thank-you closed on the line the label still signs with: “2010 - Forever.” The Winter Del. 1/21 lookbook, fronted by Hooligan Hefs, has its own story.