A high-flying Sydney streetwear label that catapulted its young founder into the ranks of Australia’s wealthiest is now fighting for survival after the Australian Taxation Office launched legal action to wind up the company over an alleged unpaid tax bill.
Geedup, the cult brand known for its tightly controlled online “drops” that send resale prices skyrocketing, was founded in Western Sydney back in 2010 by Jake Catley, better known as Jake Paco, and his brother Beau. What started as a small operation has exploded into a global phenomenon, with limited-edition hoodies, tracksuits and caps snapped up in minutes and later fetching multiples of their original price on the secondary market. Collaborations with Aussie, UK and US rappers including ArrDee, Youngn Lipz and J57 have only fuelled the hype.
