Jake Paco, the founder of the streetwear fashion brand GeedUp, has a remarkable story of resilience, transformation and success. 

Known for his aggressive and violent behavior in his youth, Jake often found himself in trouble in Sydney’s western suburbs. The lack of a father figure contributed to his search for identity and belonging, leading him into the wrong crowds, substance abuse, and risky behavior.

The Rocky Start

Jake’s business journey was anything but smooth. His first venture ended abruptly when he unknowingly sold counterfeit goods, leading to a cease and desist order from Adidas. This experience shattered his budding business and left him at a crossroads.

The breaking point came when Jake’s relationship fell apart, and he was unable to see his daughter. This heart-wrenching period nearly drove him to give up entirely. Homeless and sleeping in his office with his dog, Jake struggled to make ends meet. The combination of financial strain, personal grief, and professional disappointment seemed insurmountable.

Turning the Tide 

Determined to be a role model for his daughter, Jake rebuilt GeedUp from the ground up. He shifted his focus to designing original streetwear that resonated with a community ethos, emphasizing resilience and self-belief. His commitment to quality and authentic brand messaging led to significant growth. By 2019, Jake had revitalized GeedUp, achieving million-dollar sales months and expanding internationally.

A pivotal moment came with a $500,000 New York Fashion Week investment, featuring a sell-out pop-up with rapper Fat Joe. Drawing 4,500 people to a venue that could only hold 300 was a strategic move to build hype and exclusivity around the brand. This event solidified GeedUp’s presence in the global streetwear scene.

Today, GeedUp boasts $20 million in sales and plans to expand into the UK, Europe, and Africa. Jake’s story is a testament to the power of resilience and determination.

Jake’s Tips for Business Owners

💪 Resilience and Adaptability

Embrace setbacks as learning opportunities and be willing to pivot your business model when necessary.

✨ Authenticity

Build a brand that genuinely resonates with its audience. Jake’s focus on creating a sense of belonging and community has been a key driver of GeedUp’s success.

📏 Discipline Over Motivation

Stay disciplined and focused on your goals. Motivation can be fleeting, but consistent effort and discipline lead to long-term success.

📣 Customer Engagement

Understand your market and maintain strong, direct communication with your customers. This builds loyalty and trust.

💡 Quality and Innovation

Invest in the quality of your products and continuously innovate. Jake’s move to own a factory in China and implement product verification demonstrates a commitment to excellence and brand integrity.

📈 Strategic Growth

Expand thoughtfully, leveraging relationships and cultivating connections that align with your brand’s values.

Jake Paco’s journey from adversity to achievement is a true rags-to-riches story. His dedication to his brand, his community, and his vision has turned GeedUp into a global success. For aspiring entrepreneurs, Jake’s story is a powerful reminder that with resilience, authenticity, and strategic growth, even the most challenging obstacles can be overcome.

Listen to Mark Bouris and Jake Paco in conversation:

Sources:

The Mentor with Mark Bouris – #450: The Rise of GeedUp Co: Jake Paco’s Story of Grit, Grind, and Success

AFR – “His teachers said he’d end up in jail. Now he’s on the Young Rich List”, October 27, 2023.