Educate consumers on Lime’s sustainability and safety commitments, turning conversation away from media’s fixation on the hacking and parking debates.

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We needed the narrative around Lime to highlight its sustainability and safety commitments, moving away from media fixations on bike hacking and parking issues.

So, we uncovered a surprising barrier to e-bike and scooter adoption: fashion. Research with 2,000 Britons revealed that 9 in 10 avoided riding due to uncomfortable clothing.

To tackle this, we partnered with ‘slow fashion’ designer Lydia Bolton to launch the Re-Cycle Collection - a capsule range of 100% recycled, cycle-friendly streetwear.

The innovative designs, from adaptive coats to practical shorts, empowered riders to choose sustainable transport without sacrificing style. The collection debuted on eBay (instantly selling out, with proceeds donated to charity) and was followed by a second phase at a BoxPark Shoreditch pop-up.

This engaged 2,000+ consumers and key stakeholders like Hackney Council and TfL, reinforcing Lime’s position as a sustainability leader.

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