In order to show that sustainability goes beyond labels like "green" and "granola," W Hotels will now have its guests sleep on upcycled plastic bottle fabric sheets made by EKOCYCLE, a brand launched by will.i.am and The Coca-Cola Company. This is part of an initiative to promote what the brand is calling "sustainable luxury," in an attempt to get others thinking about applications where "waste" can be given a second purpose in the world as an upcycled lifestyle product.
Guests will likely not notice any difference in the way their sheets feel—which is exactly the point these brands in collaboration hope to make.
To show more even more ways that waste can be repurposed, hotel guests will also be supplied with phone chargers that are also made from plastic Coca-Cola bottles that double as jewelry stands and alarm clocks.
Why This Trend Is Growing
- Upcycled Fashion
- EKOCYCLE and W Hotels have opened up opportunities for upcycled product brands to sell to and collaborate with luxury sustainability-minded businesses.
- Sustainable Hospitality
- The partnership between W Hotels and EKOCYCLE introduces the concept of sustainable and eco-friendly luxurious hotels, and provides an opportunity for hoteliers and hospitality brands to integrate environmentally-conscious initiatives into their products and services.
- Green Marketing
- By promoting the concept of sustainable luxury through its collaboration with EKOCYCLE, W Hotels is demonstrating the potential for green marketing to attract a wider audience and bring awareness to sustainability issues and solutions.
Industries Being Reshaped
- Fashion and Apparel
- The upcycling of plastic bottles into luxurious fabric sheets by EKOCYCLE and their partnership with W Hotels shows the potential to create a lucrative fashion and apparel industry for sustainable and eco-friendly products made from upcycled materials.
- Hospitality and Tourism
- W Hotels' initiative toward sustainability could inspire other hotels and hospitality brands to invest in sustainable and eco-friendly initiatives, expand their customer base and brand image, and explore innovative solutions to preserve the environment.
- Sustainable Packaging
- The upcycling and repurposing of plastic bottles by EKOCYCLE in collaboration with W Hotels for use in sheets and phone chargers could set the standard for sustainable packaging and bring about innovation in the cosmetic, food and beverage, and consumer goods packaging industry to reduce waste and environmental impact.
