You’ve heard of wearing your heart on your sleeve, but what about wearing your personality on your pants?
That’s exactly what Whitsundays entrepreneur Di Smee is inviting Australians to do through her fast-growing eco-fashion label, “Lucky Bums”. It turns out, plenty of people in the region love the idea.
Bold, cheeky, eco-friendly and unmistakably Australian, Lucky Bums has quickly become one of Queensland’s most recognisable emerging sustainable brands. Founded in the Whitsundays, the label transforms recycled plastic bottles into bright, breathable swimwear, underwear and festival wear, combining environmental responsibility with humour, comfort and standout design.
Living in a region defined by its beaches and reef, Di was motivated to do something practical about plastic waste while creating a product that reflected her own personality and sense of fun. The result was eco-friendly Aussie undies and swimwear described as being “so comfy, your bum will throw a party”, all made using recycled plastic bottles through eco-certified, GRS-accredited production partners.
As the business gained traction, Di was referred to our Self-Employment Assistance Program by AimBig Employment in Cannonvale. In the Self Employment Assistance program Di worked closely with our local small business mentor Cass Walsh and Cairns-based marketing specialist Jonathon Packham, refining both her in-person brand presence and digital strategy.
Cass encouraged Di to lean into the powerful mix of humour, comfort and sustainability that sets Lucky Bums apart, while Jonathon helped replicate that connection online through clearer messaging, website refinement and intentional social media marketing.
“Cass helped me find my voice as the face of the brand,” Di said.
“From how I talk about Lucky Bums to how I present at markets and festivals, I stopped hiding behind the product and started owning my brand.
“Learning how to market online properly levelled the business up again too.
“I finally understood who I was talking to, why I was posting, and how to grow a community who really appreciate the brand.”
For Small Business Mentor Cass, Di’s journey reflects exactly what the Self-Employment Assistance program is designed to achieve.
“Di already had the creativity and the product,” Cass said.
“Our work was about building confidence, clarity and commercial focus, helping her grow as a business owner.
“Watching her step into that confidence and own her space has been incredible.”
Lucky Bums now stands out as a proud Whitsundays success story, instantly recognisable for its bold prints, cheeky personality and strong sustainability message. From island gift shops to festivals, beaches and markets across Australia, the brand is showing how regional businesses can make a big impact.
And if early momentum is anything to go by, Lucky Bums is only just getting started, inviting Australians everywhere to get cheeky, get comfy, and do their bit for the reef and plastic pollution.