The joint effort by will.i.am and The Coca-Cola company partners with various brands to create products made in part from recycled materials for a more sustainable fashion community.
“Waste is only waste if we waste it.”
That is the tagline of Ekocycle, the new brand by singer will.i.am and The Coca-Cola Company.
Spurred by both will.i.am and The Coca-Cola Company’s quest to make more sustainable living cool, it was created to inspire the making of new things from part recycled materials.
The brand initiative supports recycling by helping consumers recognise that items they consider waste today may be a part of a lifestyle product they can use tomorrow.
It does so by partnering with favourite brands around the world – among them adidas, 3DS Systems, H Brothers and MCM so far – to use recycled materials in their products.
MCM X Ekocycle collection
The idea is to increase the demand for recycled materials, cut down on waste and create a more environmentally-conscious fashion community around the world.
A pair of Beats headphones and Levis jeans spearheaded the way for the brand, showcasing the possibilities of recycling materials into hip new products. More collaborations are in the talks as first few collections go online at www.harrods.com.
For more products created in collaboration with Ekocycle, browse the full Harrod’s catalogue here.
(Photos: Ekocycle)
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