The film plays the jacket’s two sides against each other. The black side, slick and wet-look, is shot in silhouette against the car’s lights while the tyres send smoke across the floor; the red comes out in the second half, under a cap and a hood pulled tight. The location was never named, only the stacked pallets and the polished concrete that turned the white Rolls-Royce into its own reflection.

Two days before release GEEDUP posted the behind-the-scenes film, two minutes from the same night: the crew in the yard, the camera rigged in front of the car, takes run again and again through the smoke. The caption admitted only so much: “You don’t know half the things we get up to with these campaigns - some of which are best left unsaid. But we had some fun with this one, here’s a little insight.”

The run-in was all attitude. “Garment Dealers.” “No one move’s it quicker than we do.” The day before release the caption read “You already know how this is going to go,” and on the day @kreezyvisions and @blindsidehein were tagged collecting theirs: “Broske’s came through to pick up theirs // 2.5HRS til go time.” Five days later came the after-note: “Everything foreign, everything premium. #pufferSZN”. The jacket’s lookbook, fronted by Hooligan Hefs and teased as “The Monarch.”, has its own story.