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Discover

GENERALS — Collection 001

29 August 2025

Released Friday 29 August 2025, 6:30pm AEST

GENERALS took two years to make. GEEDUP announced it on 4 August 2025 as “an extension of the brand that has become an extension of many of you”, built around one idea: “giving you all options without sacrificing brand equity or quality.”

Collection 001 released at 6:30pm on Friday 29 August 2025, under its own name and its own account, @g.enerals, with a reel answering questions about it three hours before it went live.

People in GENERALS fleece sets in grey, black, off-white and brown riding down an escalator — GENERALS — for everyday missions

Two years in the making

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.”

Three colours

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.

On film

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.