The campaign is an interview film: Jay in an armchair in a wood-panelled room, by the fireplace that became the set for the whole delivery. GEEDUP posted it on 24 February, four days out, as a joint post with Jay’s own account, and let him tell it.

Delivery 02/25 was also the first time GEEDUP took a collection apart on camera. Two days before release it launched Behind The Garment, a YouTube series in which Jake Paco walks through each delivery piece by piece, showing, in the label’s words, “the creative process, hard work, and hustle that goes into every collection.” Episode one was this drop.

A week after release, Behind The Brand episode nine went back through the samples, the lookbook and the campaign shoot, with a first look at a collaboration still to come. The two short teasers that opened the rollout, from 18 February, sit at the end.