Musician will.i.am and The Coca-Cola Company have teamed up with a variety of other iconic brands to launch Ekocycle, an initiative intended to encourage recycling through lifestyle products made from recycled material.
Among the first items to be released under the Ekocycle label are headphones from Beats by Dr. Dre (available this fall) and hats by New Era (available early 2013), both of which are made from recycled materials including aluminum and plastic. Additional products and partners will be announced in the coming months.
"With the Ekocycle brand, I'm on a mission to educate and inspire consumers around the globe to seek out more sustainable lifestyle choices that will ultimately play a part in the movement toward a world with zero waste," says will.i.am. "By making products that contain recycled materials more attractive to both businesses and consumers, everyone can do their part to keep the cycle going to turn discarded waste into cool, new items."
Ekocycle will premiere its first television commercial during the Olympic Games telecast tonight, featuring will.i.am’s newest song, “This is Love.”
Ekocycle has also partnered with the U.S. recycling directory Earth911 to provide a recycling database for consumers at Ekocycle.com.
"The Ekocycle brand initiative is a platform that aligns with our vision of zero waste and our focus on sustainability," says Bea Perez, vice president and chief sustainability officer, The Coca-Cola Company. "Together with will.i.am, we will promote recycling in a unique way with other well-known brands to create lifestyle products that consumers worldwide desire."
The Coca-Cola Company will donate its portion of licensing profits from the Ekocycle brand initiative to support additional recycling and community improvement organizations.