Lime x Lydia Bolton
Overview
In 2023, Lydia partnered with Lime to design and produce a cycle-ready collection that helped people overcome some of the barriers to travelling by bike, following research with 2,000 Britons that revealed 9 in 10 avoided riding due to uncomfortable clothing.
The resulting Re-Cycle Collection was a limited-edition, cycle-friendly fashion line designed to encourage more sustainable travel. Made entirely from second-hand clothing sourced from charity retailer TRAID and waste fabric, the collection showcased Lydia’s signature upcycling approach while breaking down barriers to greener movement.
Lime’s research highlighted how clothing can put people off cycling, from outfits that feel impractical to a lack of stylish, reflective options for riding after dark. In fact, 44% of riders surveyed had avoided riding in the dark because they didn't own, or didn't want to wear, reflective clothing. Lydia’s designs responded to this by bringing together fashion, functionality and safety, showing that cycle-friendly clothing doesn't have to mean compromising on personal style.
Lydia designed a four-piece, unisex collection featuring adaptable coats, reflective hi-vis vests, on-the-go shorts and clothing clips, each crafted for both style and practicality. The pieces were designed to be incorporated into everyday outfits or packed away after riding.
The collection launched exclusively on eBay, with 100% of proceeds donated to Friends of the Earth, and was displayed at Lime’s Re-Cycle pop-up event at BOXPARK Shoreditch.
The Results
✦ Widespread press coverage across Evening Standard, Hypebae, Time Out, Woo, The Industry.Fashion, The Glossary, and more
✦ Lydia’s campaign content generated 5.8K+ Instagram interactions
✦ Sparked conversations around upcycled fashion, sustainable transport and environmental responsibility
✦ Demonstrated how fashion can act as a catalyst for reshaping consumer behaviour and encouraging greener lifestyles