The rollout read like a road trip. The date card went up on 19 June, and behind-the-scenes posts tagged James Joel and the crew in North Canberra. So did the captions: “If we played the part, it was for keeps!” and, the day before release, “I remember when they didn’t believe in us. When they see us now they can’t believe it’s us.”

One post from the trip went further: “I do this for the knock abouts, kids not really knowing their where a-bouts, or kids with parents not sharing the love around. There’s a way out.”

The campaign film carried its own titles, the location stamped on screen and a single line over a fire inside the house: cotton by the metric tonne.

Up the mountain the crew took the drop into the snow; the four-hours-to-go post on release day came from Thredbo. The delivery ran from Team Logo and PFK hoodies to the GEEDUP Handstyle reversible vest, O/S Emblem Emboss hoodies, Sportsman crewnecks and PFK tape trackpants.

On release day a Behind The Garment film with Joey Leati walked through the pieces. “Head to toe, Geedup Co.,” the day before had read. “Who’s ready for another drop?”

The lookbook went up as a full preview three days before release, shot in the studio with Jaecy among the faces, and some of it on film. Later that year GEEDUP put an 11-minute cut of the whole trip on YouTube, North Canberra to the Thredbo snow, followed by the lookbook behind-the-scenes with Jaecy.