william
will.i.am has collaborated with the Coca Cola Company for the new line, which promotes sustainable fashion
Musician will.i.am and the Coca-Cola Company have launched a new line of fashion and lifestyle products made from recycled plastic bottles and other materials at luxury UK retailer, Harrods.
The idea for the new ‘Ekocycle’ brand was born after will.i.am was inspired to turn waste left behind at a Black Eye Peas gig into recycled sought-after objects and joined forces with The Coca‑Cola Company.
The brand’s ambition is to “educate and empower consumers” to make more sustainable choices and to create desirable items that challenge preconceived notions of products made from recycled materials.
It is hoped the program will encourage demand and use of recycled materials, as w
ell as reinforce the importance of recycling the packaging of finished products, such as plastic bottles and aluminium cans.
A portion of the licensing profits from the Ekocycle brand initiative will be donated to support additional recycling and community improvement organisations.
“I’m honoured to introduce the Ekocycle brand to the UK at Harrods and unveil a new group of ‘upcycled’, stylish and fun lifestyle products made partially from recycled materials. I encourage everyone to seek out items that use recycled materials like those featured in the Ekocycle products,” said will.i.am.
The products in the new range cover everything from menswear and womenswear to 3D printers, with global brands including adidas and 3D Systems manufacturing items for the project.
“The Ekocycle brand is about helping consumers understand that waste can actually be a valuable resource to create desirable lifestyle products. We’re delighted to bring the Ekocycle brand to the UK, in partnership with Harrods, and introduce a range of products which we hope will excite and inspire people,” explained Bea Perez, Vice President and Chief Sustainability Officer for the Coca-Cola Company.
Additional collaborations will be announced in the coming year, with iconic brand products ranging from everyday pieces to luxury items. Visit Harrods to see the Ekocycle product line or online at Harrods.com/brand/ekocycle.