This wasn’t your ordinary NYC event; it has a purpose. That’s right; this event is for the launch of EKOCYCLE and appropriately certified Carbon Neutral.
But before we give you full-access into this exclusive event, let’s rewind a bit and let you in on how it came to be.
In 2009, music group Black Eyed Peas were on tour performing for tens of thousands of people each night. When the concert was over, front man will.i.am looked at the empty arena and saw all of the waste left behind. This is when he came up with the brilliant idea to take waste and recreate it into something fresh and new. Will.i.am successfully pitched the idea to Bea Perez, Chief Sustainability Officer at The
In July, will.i.am’s EKOCYCLE team joined
Fast forward three-months to the night of the event. Inside the exclusive New York venue, appropriately placed artwork and sculptures made out of recycled products were strategically placed around the room.
In a separate room, cameras flashed as the press snapped celebs like actress Krysten Ritter (Don’t Trust the B—- in Apartment 23), food critic and author Katie Lee , and of course will.i.am entering the event.
As the event-goers trickle in, they are greeted with passed hors d’oeuvres and
During the night, will.i.am and Chief Sustainability Officer of
“We don’t have to have things that aren’t made out of sustainable materials,” says will.i.am. “We can have things that are safe for our environment from the beginning- things that are cool, and fresh, and fly that we all wait in the line to purchase. [We want] designers to think of [using] sustainable materials- from the beginning. And that’s the vision.”
Lela Singh is a Social Media Analyst at The
Learn more about the EKOCYCLE announcement: will.i.am, Coke and EKOCYCLE Add Four New Brand Partners
More on Journey
- EKOCYCLE Inspires Millennial Trains Project to Imagine a Sustainable Future
- EKOCYCLE Reduced, Reused, Recycled and Rocked 2014
- Coke Employees and Partners Pitch in to Support Water Stewardship
- Meet the Creative Designer Behind H.Brothers For EKOCYCLE Suits
- Are You Ready to Turn Yourself In for Wasteful Habits?