Aussie MMA star and UFC light heavyweight TYSON PEDRO has teamed up with streetwear legends Geedup for the cult label’s most provocative collection yet…
For Geedup clothing founder Jake Paco, there is nothing wrong with being a problem. “At first glance there’s a negative connotation but a ‘problem’ is someone who moves against the grain,” he explains to MAXIM. Paco founded his label back in 2010 out of a garage in Western Sydney with the goal of harnessing the area’s gritty reputation to create a streetwear brand with global appeal. If Shawn Stussy was the first to bring California surfer culture to streetwear, then Jake Paco is the first to turn the cultural diversity and sports fanaticism of Western Sydney into hype-worthy drip.
It’s only natural then, that for Geedup’s newest Proud To Be A Problem campaign, Paco wanted a star who “was speaking the same language”. Enter Tyson Pedro, legendary MMA artist and UFC light heavyweight champion. “Tyson’s a proud Western Sydney boy and he’s fought tooth and nail, so it seemed only right for the collection,” Paco says. The two men knew of each other growing up in the west but the new collection marks their first official collaboration. “It’s 15-plus years of growing up, somewhat friends,” he adds.
“The alignment couldn’t have been more perfect,” Tyson agrees. “Not only do I love their gear, but the boys were born and raised from the area.” Evoking Geedup’s humble beginnings, the campaign was shot against the backdrop of backyards and garages in Sydney’s west. The shoot was a family affair too, with the UFC fighter posing alongside his beloved father John Pedro.
Geedup’s latest offering consists of 19 pieces, including premium tees, jerseys, shorts and technical apparel. Still proudly based in Western Sydney, the label has amassed a global cult following with overseas offices in Los Angeles and London. In the process, Paco has reportedly amassed a personal fortune of about $60 million. Most streetwear brands have the lifespan of a pair of kicks, but Geedup has managed to maintain a genuine fanbase for over a decade by resisting the urge to become too many things to too many people.
“It’s anyone that the brand speaks to, and it doesn’t speak to everyone,” Paco says of Geedup’s continued success. This philosophy has also inspired the label’s unique distribution model, which is largely direct-to-consumer via their website through a series of drops. Customer loyalty is essential for Paco so his most treasured clients get early access to new collections. The founder is also obsessed with the intangible but unmistakable feeling of “authenticity”. To drown out the temptations of trends, the designer often retreats to his farm near Bathurst to create his coveted jerseys and hoodies that will be worn by fans from Venice Beach to Tokyo. “We’ve done collabs with no financial or brand gain purely because of their personal brand and their craft,” Paco explains.
What’s more, the similarities between Paco and his latest campaign star are many. Most of all, the two blokes share a healthy defiance of the establishment and the guts to push boundaries.
“Geedup is for those who have faced closed doors and dead ends, only to break their way into the building and take over,” says Paco proudly. “More than just clothing, Geedup is a collective for those who have taken the road less travelled, or better yet, thse who are carving their own path unapologetically.”
By REILLY SULLIVAN
Shop the hottest styles from Geedup at www.geedupclothing.com
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