The build-up ran for most of July. The date, 29.07.22, went up on 5 July, and the Grail was unveiled the next day with its spec in the caption. Behind-the-scenes from the lookbook shoot followed on 8 July, tagging the label’s visual director, Kreezy Visions, then a steady run of lookbook posts, one colourway at a time. The Grail’s own film landed on 21 July, a week out.

In between, GEEDUP posted the line it was working to: “You can want success all you want, but to get it you can’t falter, you can’t skip, you can’t sleep.”

On release eve the captions turned to the code behind it: “When you built different, you receive different,” and “If we play the part, it’s for keeps.”

Release night went the way the build-up promised. GEEDUP posted “SOLD OUT” twice before the evening was over. The next morning came a photo from Sydney and a six-word caption: “From the west to the world.”