‘Bit Going On’: Kimberley clothing brand launch sparks conversations around mental health

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‘Bit Going On’: Kimberley clothing brand launch sparks conversations around mental health

A new clothing brand born in the Kimberley is using fashion to spark conversations around mental health, launching its first line of apparel earlier this month.

Bit Going On, is the brainchild of Frosty’s Aussie Adventures founder Luke “Frosty” Frost who said he was inspired to create the clothing brand after a bout with mental illness.

“I went through a lot of mental health myself during a bad break-up and just didn’t really know how to deal with it. The biggest thing was having really good friends around me and creating that support network,” he said.

“I wanted to build a movement that advocates mental health awareness, and I realised everyone’s got a bit going on—and that’s when I went, right, that’s the name.”

Camera IconLuke “Frosty” Frost Credit: Supplied

The brand leans into Kimberley identity, with clothing made by Country Tucker Caps and stitched to last.

“They’re all embroidered for durability, quality, consistency and to stand the test of time,” Mr Frost said.

Mr Frost said his partner Grace Kinnear played a critical role in making the venture a reality.

“I thought of the idea but Grace is a major cog in the wheel behind the scenes. It wouldn’t have got off the ground without her,” he said.

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The Kimberley has long grappled with some of the highest youth suicide rates in the world—something Mr Frost said made the region a meaningful place to launch a mental health-focused brand.

“If we can create a company that is based around mental health, and even better, in the Kimberley, it is really cool and something different,” he said.

Since launching the brand in early May, Mr Frost said he had sold more than 350 hats and expects to sell over a thousand within the first month of sales.

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“We’ve got hats and shirts at the moment and in the future, we will look at doing women’s bikinis, men’s swimwear and kids’ clothes as well to broaden our market and create a brand that can look good as well as having good meaning behind it.”

The brand also has charity goals baked in. Mr Frost said he hoped to donate a portion of profits each month.

“The goal is, at the end of each month, to donate X amount of dollars to a charity. Our future goal would be to donate $5 out of every ***** to charity.”

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Broome locals and companies have flocked to grab the hats and get behind the brand’s slogan — “Enough of Being Tough”.

“It’s cool to see local companies getting behind it, and they’re just happy someone’s having a crack at it,” Mr Frost said.

“Bit Goin On targets anyone, from no matter what walk of life throughout Australia or worldwide. Everyone has got a bit going on in some form of a way.”

“It’s all based around that, around mental health, talking to your mates, having a good time and just having a chat about things.”

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