The new brand EKOCYCLE has been set up by The Coca-Cola Company and global music artist and entrepreneur will.i.am. The brand aims to push the boundaries on more sustainable fashion and design.
The brand has teamed up with some desirable brands to create an innovative lifestyle collection – driven by the ambition of using recycled materials to create desirable consumer products. EKOCYCLE creates everything from womenswear and menswear to accessories, home interiors, and even a portable bike.
The brand’s ambition is to educate and empower consumers to proactively seek out more sustainable lifestyle choices, by identifying everyday household products and recycling them into wearable and useable items. The result is an inspiring aspirational collection that challenges preconceived notions of products made from recycled materials.
Embedded in the ethos that ‘Waste is only waste if we waste it’, the idea was born after will.i.am was inspired to turn waste left behind at a Black Eye Peas gig into recycled soughtafter objects and joined forces with The Coca-Cola Company.