A western Sydney-born turned global street wear powerhouse is proving it’s more than just clothing.
Representing the underdogs who “don’t take no for an answer,” clothing brand Geedup is planning to help formerly incarcerated youth reintegrate into society by investing in a new Parramatta gym.
With a strong focus on community, Geedup was created by western Sydney born Jake Paco following a difficult few years where he was surrounded by violence, incarceration and death.
“Coming from a broken home myself, and what I would call my wayward teens and early twenties, I am absolutely blessed that I haven’t been buried yet or put behind bars for the life I was living,” he told Parra News.
After losing some of his closest mates to jail and some to death, Paco’s focus shifted away from life on the streets to building the Geedup brand.
Within a few years the brand became a staple within the realms of hip-hop and sports fashion, with Paco describing it as being “massively fulfilling” to see Geedup make an impact on young men’s lives.
“[Geedup] became a brand for kids to belong to and became a vehicle to show kids from low socio-economic areas that there’s another way out, that’s kind of why it started,” he said.
“A lot of the time [customers] tell us how it’s changed the way they carry themselves and feel about themselves when they have their Geedup jumper on.”
Geedup has now teamed with Confit Pathways, an organisation close to Paco’s heart that focuses on reducing the rate of re-incarceration for youths through education, employment opportunities and fitness.
To kickstart the partnership, Geedup has pledged $250,000 from their upcoming Autumn collection to ConFit Pathways, to help continue their mission and to build a gym in Parramatta.
“The partnership to me just seems so fitting, where I think too many people in this society are quick to jump to the conclusion that somebody’s just a naughty kid, better lock him up,” Paco said.
“If we peel the layers back and look at the circumstances, I’m sure many of us would give the idea of a broken home a whole new meaning.
“That’s why we’ve pledged the $250,000 to help [Confit] open their first gym so they can give jobs to the young men who have come home.”
The new collection, called Blacked Out, consists of all-black renditions of Geedup’s most popular garments. By toning down the brand’s logos and designs, Geedup hopes to take the emphasis away from the product and towards the message of the partnership.
Confit Pathway are currently sourcing commercial property for the gym and hope to secure the site within the first half of 2023.
To find out more about Geedup and its new Blacked Out collection head to http://www.geedupclothing.com.
Ellie Busby is a news reporter for Western Sydney Publishing Group. A graduate of the University of Hertfordshire and Western Sydney University, she is a journalism Major. Ellie has worked with Universal Media, The Cova Project and for a range of other organisations. In 2024, Ellie was named Young Writer of the Year at the Mumbrella Publish Awards.