The build went to Tyler at Tailormade Speedshop, a friend of the label for years. They first connected when he used to bring his Impala past GEEDUP’s city store, and the two shared a love of lowriders. GEEDUP admitted it very rarely lets go of creative control. On this project it handed Tyler “full creative trust and control”, and said it was glad it did.

The build was shared as it happened: “A work in progress” in early February, then the finished machine on 12 February, candy red with GEEDUP stitched into the seat. “When we started this thing, we’d never have dreamt of building a bike of this caliber,” the caption read. Four days later the label called it “the most monumental piece of Geedup Co. history.”

The ring was the other half of the project, and the one people could keep. Solid S925 silver with a rhodium finish, 38 grams, shaped around the first character of the CORE logo and made to sit on the ring or pinky finger. Each came in a custom LED-lit box marked with the 10YR emblem, with a GEEDUP certificate.

The film below tracks it from a design on screen to a row of finished pieces. The day before release, GEEDUP put it simply: “I got a really big team, they need some really big rings.”

Letting it go was the point, and it still was not easy. “Parting with it is not going to be easy,” GEEDUP wrote on 1 March, a week out from the giveaway. In mid-March the bike got what the label called “a proper send off” on a Friday night, with the brothers who came down to show support.

Days later the team mapped out the fortnight ahead: delivering the Harley to its forever home and dropping Autumn Del.1. Ten years in, the line on the build post still held: “From the west to the world.”