Because when we recycle, we are changing the world!
Will.i.am has teamed up with Coca-Cola to launch Ekocycle, a new initiative to encourage consumers to recycle by launching eco-friendly fashion with brands like Levi’s, New Era, RVCA, Case-Mate and Beats by Dr. Dre.
To produce Ekocycle-licensed gear, the brands' products must be made from at least 25% of recycled products, like bottles or cans.
Will.i.am was moved to do this by the thought of sustainability and how to make these products popular. He said:
"I’m motivated by the goal to redefine in popular culture the purpose and participation of the consumer and companies. Right now, there’s a disconnect. If I’m a consumer and I purchase a product, someone makes a profit and that’s it. I value the product but I don’t value the community. That’s not right and it’s weird. In actuality it should be, ‘I’m a consumer and this is my community and I support this product and brand because they make my community better.'"
We couldn’t agree more!
Both New Era and Beats by Dr. Dre partnerships were unveiled in July, while the other participating companies were announced on Wednesday.
Debuting in April, Levi’s limited-edition men's 501 jeans are made from 29% of recycled waste and will have a price tag of $128.
New Era is scheduled to release a 42% recycled 59Fifty fitted hat and a 9Fifty strapback in Spring 2013 and will run between $30 to $45.
RVCA designed boardshorts made from five plastic bottles and will retail for $65.99. They plan to release more products, including items for women, next year.
The Beats Ekocycle headphones contain 30% of recycled materials and will set you back $349.95. Case-Mate is the only brand going all in with a $35 100% recycled phone case.
Besides helping the environment, Coca-Cola will give $1 million over five years to community recycling centers.
This sounds like such an amazing thing, and it’s been around since July! Whatevs. At least it’s gaining popularity now because this is something everyone can get behind!
Ch-ch-check out some of the Ekocycle products (below)!
[Image via WENN.]