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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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.

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