Lime Re-Cycle

Lime x Lydia Bolton: We launch Lime's sustainable Re-Cycle clothing collection

The brief

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

The approach

In order to encourage positive behaviour change, we needed to identify the barriers stopping millions of people from choosing e-bikes or scooters over cars. Conducting a survey with 2000 Brits, fashion was revealed as the biggest pain point with 9 in 10 Brits avoiding riding due to uncomfortable clothing.

Teaming up with slow fashion designer Lydia Bolton, we created the Re-Cycle Collection - a capsule range of cycle-friendly, streetwear garments designed specifically to empower people to ride. From “adaptive” coat which unzips to avoid getting trapped in wheels, to “on-the-go” shorts for women to wear under/ over dresses.

The 100% recycled collection was made from second hand items from TRAID, and dropped on eBay with all funds going to charity. Instantly a sell-out, we dropped a 2nd phase of the collection to time with a pop-up shop at BoxPark Shoreditch which engaged influential stakeholders from Hackney Council and TfL, and 2,000+ consumers.

The results


Pieces of media coverage


Coverage was sustainability or safety-focused


Coverage in new media titles


Increase in positive media coverage vs previous quarter