The Coca-Cola Company and musician will.i.am officially launched their Ekocycle brand Wednesday and announced the addition of four new brand partners– Levi's, MCM, RVCA and Case-Mate.
These new partners join Ekocycle’s anchor partners Beats by Dr. Dre and New Era, in the new social initiative, centered on using recycled products to create fashion-forward lifestyle products.
Levi’s announced plans to release a line of limited edition jeans in April 2013. Each pair in the Levi's 501 Waste>Less is made from an average of eight recycled plastic bottles and will retail at $128.
The Levi’s line joins existing products already at retail, which include an Ekocycle Barely There phone case from Case-Mate made from 100 percent recycled polyethylene terephthalate ($35), Beats by Dr. Dre Ekocycle headphones containing 31 percent recycled material ($350) and a cap collection from New Era ($30-45). Additional products from new partners MCM and RVCA will be announced soon, as well as collaborations with other brands.
The Ekocycle brand initiative was developed by will.i.am and Coke to educate consumers about everyday recycling choices and empower their purchasing decisions. As part of the initiative Coke will make a minimum $1 million financial commitment over the next five years to support additional recycling and community improvement organizations, and Ekocycle has teamed up with Earth911 to offer a searchable recycling directory at Ekocycle.com.