Built in Western Sydney. Worn Everywhere.
In 2010, Jake Paco opened Geedup’s first store in Parramatta, Western Sydney — with zero business experience, zero manufacturing knowledge, and zero retail background. At one point he was sleeping in the store overnight because he had nowhere else to stay. The brand that today generates tens of millions in annual sales and collaborates with Trapstar London started with nothing but a refusal to quit.
The Western Sydney setting was not incidental. The brand’s aesthetic, its community-first approach, and its connection to hip-hop culture were products of a specific place — the parts of Sydney that weren’t on fashion industry radars, where creativity and self-reliance were the only resources available. Geedup’s early designs reflected that honestly: bold graphics, heavyweight construction, and a voice that spoke to people who understood what it meant to come from somewhere that didn’t expect much from you.
That same energy — honest, direct, built on discipline rather than hype — drives every Geedup drop today. The brand operates on a simple principle: limited quantities, authentic quality, no restocks. When a piece sells out from a Geedup drop, it’s gone. That’s not a marketing strategy. It’s how the brand has always operated.
Geedup Co. — A Timeline
First Store Opens — Parramatta, Western Sydney
Jake Paco opens Geedup’s first store with no manufacturing experience and no retail background. The brand’s first designs reference hip-hop culture and Western Sydney street life. The store becomes a community anchor.
Flagship Store — Two Years In
A flagship store opens just two years after founding — earlier than anyone expected. The brand starts to develop its own voice, design language, and customer community independent of industry conventions.
Million-Dollar Sales Months · International Push Begins
After rebuilding the brand through the mid-2010s, Geedup achieves consistent million-dollar sales months and begins serious international expansion planning. The drop model is refined — scarcity as honesty, not strategy.
New York Fashion Week Pop-Up · Fat Joe · 4,500 People
A New York Fashion Week pop-up with rapper Fat Joe draws 4,500 people to a venue built for 300. The queue becomes the story — an event that confirms Geedup’s reach is genuinely global. Jake is listed on the AFR Young Rich List.
$20 Million in Sales · Forbes Australia · Foot Locker Collab
Forbes Australia reports $20 million in annual Geedup sales. The Handstyle x Foot Locker hoodie — a Nike TN partnership through Foot Locker — sells through within hours. Geedup’s collaborations now span retail giants and independent cultural labels simultaneously.
Geedup x Trapstar · The Global Collaboration
Geedup Co. partners with Trapstar London for the summer 2025 collaboration — distributed through Complex globally, described as the hottest streetwear collab of the year. The Irongate T trackpant series, Sydney Shooters capsule, and Letterman Jacket sell through immediately after drop.
The Definition
“G’d up — to be amazing at something and succeed extremely. Murk all others and destroy competition.”
This is not marketing copy. It’s the brand’s actual definition — the founding principle that has driven every design, every drop, and every collaboration since 2010. Play For Keeps. Forever & Always.
Geedup in New Zealand — Why This Store Exists
Kiwi streetwear buyers have always had to navigate the same obstacles when buying Geedup: international shipping costs, currency conversion, customs delays, and the constant risk of missing a drop because Australia’s timezone has already sold out before NZ buyers are awake. Geedup NZ was built specifically to fix that. We stock authenticated Geedup Co. pieces — the same garments available on the official Geedup store — and ship them domestically across New Zealand.
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Ships from NZ
All orders dispatched from within New Zealand. 2–5 business days standard. No international freight. No customs duties.
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Authenticated Stock
Every piece is authenticated Geedup Co. product — not replicas, not third-party reproductions. The real thing, at NZD prices.
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Free Over $100 NZD
Free domestic NZ shipping on all orders over $100 NZD. Auckland, Wellington, Christchurch and everywhere nationwide.
What We Stock
The Geedup NZ store carries the full current Geedup Co. range — hoodies, sweatshirts, jackets, T-shirts, trackpants, tracksuits, and the Geedup x Trapstar collaboration capsule. Every piece built in 380gsm heavyweight fleece, polyester/spandex, French Terry, velour, or genuine leather — the same materials and construction standards that made Geedup the most credible independent streetwear brand in Australia.
Sweatshirts NZ
Jackets NZ
T-Shirts NZ
Trackpants NZ
Tracksuits NZ
Geedup x Trapstar NZ →
Geedup’s Major Collaborations
About Geedup NZ — Common Questions
Geedup NZ · Authenticated Stock · Domestic Shipping
Shop the full Geedup range in New Zealand.