GEEDUP Generals is the Australian streetwear giant’s foray into essential-wear, consisting of an emphasis on elevated basics, garment applications, and versatility. Generals serves as an sub-division of the GEEDUP brand, with more readily-available and accessible clothing options as opposed to their high-demand and limited mainline collections.

Close-up of two metallic dog tags attached to a ball chain, one with five stars and the other with the word 'GEOUP' and three stars.
Two young men standing in front of a green vintage car against a plain dark wall. The man on the left wears a beige cap, maroon sweatshirt and sweatpants, while the man on the right wears a black zip-up jacket and beige sweatpants. Both have casual sneakers and serious expressions.

A collaborative effort with GEEDUP and Nowear, we produced a new line and catalogue of product and visual identity for Generals inclusive of custom typography, logo design, and newly-developed cut-and-sewn silhouettes and fabrics. The collection is comprised of tonal colour palettes intended on providing versatility amongst other products within the Generals or main GEEDUP lines, focused on everyday wearability and comfort for all missions.

A gray background with a white circle of six stars surrounding a central pentagon.
Close-up of a black hoodie with a silver zipper, black embroidered letters spelling 'NERD', and a small fabric tag inside the collar reading 'Generals Large'.
Two men standing on a basketball court at dusk, one holding an orange basketball and wearing a white hoodie, the other in a brown hoodie.
Two young men sitting on the hood of a vintage green car in a photo studio. One man in a light gray jacket and black pants stands with arms crossed, and the other in a brown hoodie and brown pants sits with hands clasped.

Services

Graphic Design
Apparel Production
Merchandise
Brand Direction
Typographic Design
Product Design

Photos by GEEDUP

Close-up of a white fabric with a gray geedsup logo patch that has stars and the text 'GEEUP GENUINE'.

2025

Close-up of a white collared shirt with metal buttons and a label on the collar.
A folded white sweatshirt with initials and embroidered text, with a silver chain necklace with a dog tag and stars, placed on a reflective green surface.
Close-up of a white sports jersey with gray sewn-on patches, one reading "GEO" and displaying a cluster of stars, resting on a brown leather surface.
A young man with curly hair, wearing a hoodie and sweatpants, standing in front of a car in a garage or parking area. Another person is partially visible to the right.
Two young adults, a woman and a man, are posing next to a white Land Rover Defender vehicle outdoors. The woman, with curly hair, is sitting on the hood, wearing a brown hoodie, shorts, and sneakers. The man, with short hair, is leaning against the vehicle, wearing a black hoodie and shorts. Palm trees and other greenery are visible in the background during sunset.
Black and white photo of two men standing in front of a car. One man standing appears serious, wearing a hoodie, shorts, and sneakers. The other man, partially visible, is facing him and adjusting his hood, wearing a cap and sweatpants.