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Discover

Geedup Co. × Nooky — NAIDOC Week

30 October 2020

Released Friday 30 October 2020, 6:30pm AEDT

On 28 October 2020 GEEDUP posted a single image from Sydney with a line that needed nothing added: “Geedup Co. X @nookymusic // In support of NAIDOC Week.”

What followed was one garment, made with Nooky and released two days later, at 6:30pm AEDT on Friday 30 October. A grey 230gsm cotton tee with GEEDUP on the chest and FT. NOOKY beneath it, and the theme of that year’s NAIDOC Week printed large across the back: ALWAYS WAS, ALWAYS WILL BE.

CUZN.

The relationship ran back a year. In October 2019 GEEDUP posted an image captioned simply “CUZN.”, the photograph credited to Nooky himself. That November he was on the feed again, tagged at Milky Lane under the caption “Nephew Nook.”, shot by @v1.ns. In February 2020 he was among the faces tagged when the team rolled through the Sauti Systems × StreetX pop-up at M2 Gallery in Sydney. By the time the collaboration was announced, Nooky had been part of GEEDUP’s feed for a full year.

A grey tee printed GEEDUP FT. NOOKY on the chest and ALWAYS WAS, ALWAYS WILL BE on the back, in front of a red, black and yellow mural — Geedup Co. × Nooky, NAIDOC Week 2020.

The film

The campaign film went up the day after the announcement. It was shot against a wall painted in the red, black and yellow of the Aboriginal flag: the tee front and back, a man walking past the mural, and two men seated on stools in matching grey tees. Its caption set the time, “6:30PM Friday AEDT.” On release day GEEDUP posted once more, tagging Nooky: “Tonight 6:30PM AEDT.”

Always Was, Always Will Be

The words on the back were the 2020 NAIDOC Week theme, which recognises that First Nations people have occupied and cared for this continent for more than 65,000 years. That year the week itself was moved from July to 8–15 November because of COVID-19, so the tee landed in the build-up to it.

The garment itself: 100% cotton at 230gsm, the GEEDUP Core Logo in yellow outline at the chest with FT. NOOKY in white beneath it, and the theme screen-printed across the back in black, yellow and red over an outline of the same logo.