A fresh voice in the Australian fashion scene has emerged from the Kimberley, where a newly launched clothing brand, Bit Going On, is making waves not just for its style, but for its powerful message about mental health.
The brand is the creation of Luke “Frosty” Frost, known for his adventure platform Frosty’s Aussie Adventures. Inspired by his own struggles with mental health following a difficult breakup, Frost set out to create more than just apparel—he wanted to create a conversation.
“I went through a lot with my own mental health during a bad break-up and didn’t really know how to deal with it,” said Frost. “What really helped was having great friends around me and a strong support network. That’s what made me want to do something to raise awareness—and that’s when the name Bit Going On came to me. Because everyone, really, has a bit going on.”
Rooted in Kimberley culture, the clothing is designed to reflect both strength and authenticity. The apparel is manufactured by Country Tucker Caps and features durable, high-quality embroidery.
“They’re all embroidered for durability, quality, consistency, and to stand the test of time,” said Frost. “It’s meant to represent the resilience people show every day when dealing with their own mental health.”
Frost credits his partner, Grace Kinnear, for playing a major role in launching the brand. “Grace is a major cog in the wheel. I had the idea, but without her, this wouldn’t have gotten off the ground,” he said.
The Kimberley region, which has some of the highest youth suicide rates globally, became a natural home for a brand committed to mental health advocacy. Frost believes that launching Bit Going On in this region carries deep significance.
“If we can build a company based on mental health, and better still, launch it in the Kimberley, then that’s something unique and powerful,” he said.
Since its early May launch, the brand has already seen remarkable traction. Frost reported selling more than 350 hats in the first few weeks and expects to cross the 1,000 mark within the first month.
Currently offering hats and shirts, Bit Going On has plans to expand its range to include women’s bikinis, men’s swimwear, and children’s clothing. “We want to grow the brand into something that looks good and stands for something meaningful,” Frost explained.
Charity is also at the heart of the brand’s mission. Frost revealed that a portion of monthly profits will be donated to mental health-related causes, with a long-term goal of contributing $5 from every sale to charity.
Local response has been overwhelmingly positive. Broome residents and businesses have embraced the brand’s merchandise and message, proudly wearing the slogan “Enough of Being Tough.”
“It’s amazing to see local companies getting behind us,” Frost shared. “They’re just happy someone’s giving it a go.”
While the message began in the Kimberley, Frost envisions Bit Going On resonating with people across Australia and beyond.
“The brand is for anyone, anywhere. Everyone’s dealing with something in some way,” said Frost. “It’s all about that—about mental health, about talking to your mates, having a laugh, and checking in.”
By blending fashion with advocacy, Bit Going On is not only creating stylish apparel but also offering a much-needed platform to normalize mental health conversations—one hat, one shirt, and one chat at a time.
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