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Discover

Unmatched — Del. 02/26

27 March 2026

Released Friday 27 March 2026, 6:30pm AEDT

“Unmatched.” One word opened Delivery 02/26 on 24 February 2026, a month out from the drop.

What followed was a campaign built around a single object, the G sunglasses: unboxed, numbered, signed, then iced out, with the clothing filmed in Sydney and Melbourne around them. By 10 March the captions had found their tone: “Be honest with yourselves, we gave you the blueprint and you still can’t replicate it.” The delivery released on Friday 27 March at 6:30pm.

Unboxing in a car: a GEEDUP sunglasses case, a printed card and the black G sunglasses — Unmatched, Del. 02/26 — “Unmatched.”

1 of 500

The sunglasses arrived in a black presentation box with a gold-foil card — “1 of 500, all hand signed”, in GEEDUP’s words. The film of the cards being signed by hand went up on 13 March.

Two days earlier Jake Paco had set out the thinking from the seat of a white Lamborghini: “All components sourced from around the globe – much like the champagne we spray, food we eat and cars we drive.”

Black presentation boxes and a gold-foil card being signed by hand — Unmatched, Del. 02/26 — “1 of 500, all hand signed”

Close-ups of the G sunglasses: hinge, arms and lenses, then worn on set — Unmatched, Del. 02/26 — Craftsmanship

Iced out

Then GEEDUP “took it a step further and iced em’ out”, working with Luxe Trading Haus. The reel, posted on 16 March and co-authored with the jeweller, shows stones being set into the G hinge by hand before the finished pair turns to camera.

On set

V.V Ace shot for the drop on set in Melbourne. Jake Paco named his top three picks — “the red Ferrari’s” — straight out of a car boot. The lookbook followed on 24 March, and the next day GEEDUP put the moment in context: “Just over 5yrs since the relaunch and each drop still feels like the first. The pressure builds, the dust settles and the outcome is always the same – we don’t miss.” The day before release the caption was shorter: “Friday we rip the roof off.”

Three picks from the drop pulled from a car boot: a black GDUP zip hoodie, a red chenille GEEDUP hoodie and a G hoodie — Unmatched, Del. 02/26 — The top 3 picks, according to Jake Paco

Pieces from the drop on body: red cap and hoodie, a white crest tee and a black GEEDUP zip hoodie — Unmatched, Del. 02/26 — “Just over 5yrs since the relaunch”

Driving behind a white GEEDUP-branded truck, dashboard and steering wheel in frame — Unmatched, Del. 02/26 — DEL.02/26, Sydney

Release day

On the day of the drop GEEDUP posted a sit-down conversation shot in black and white, the sunglasses on a plinth beside it. Two days later, @mattybro_art closed the campaign with a Geedup handstyle wall, painted by hand and filmed in black and white, finishing on the sunglasses.