Musician and producer will.i.am has joined forces with the world's largest beverage brand, Coca-Cola, to create a brand collaboration called EKOCYCLE, an initiative that aims to create awareness about recycling.
The EKOCYCLE initiative will focus on using plastic bottles and aluminum cans to create fashion and lifestyle products. As such, the venture also includes partnerships with Beats by Dr. Dre and New Era, both of whom have created headphones and baseball caps partially crafted from recycled components to be part of the EKOCYCLE collection.
According to vice president and chief sustainability officer of Coca-Cola Bea Perez, the brand collaboration aims to promote recycling by providing products that consumers around the world are demanding. "Today’s generation of young consumers represents an active force and the EKOCYCLE brand aims to be a driver in rallying their support and efforts around a global sustainability movement," Perez says.
Further, the EKOCYCLE initiative comprises a website that provides tips on recycling from the organization Earth911, and it will also involve donating profits from the EKOCYCLE products to other recycling organizations and projects.