Global music artist and producer will.i.am and The Coca-Cola Company recently joined forces at a star-studded event in New York City to debut their product line EKOCYCLE™.
The goal of the collaboration is to educate consumers about recycling choices, including repurposed items — like plastic Coca-Cola bottles — that can be transformed into such fashionable lifestyle products as Beats by Dr. Dre® headphones and New Era® hats.
A Plea for Recycling
Will.i.am was inspired to create the brand when he spotted the piles of trash that were left behind after each Black Eyed Peas concert.
“I saw how I contributed to waste via my passion, and decided to turn the wrong into a right,” says will.i.am, who wore Levi’s® 501® Waste<Less™ jeans.
“It’s a bold, inspiring vision to have a world with zero waste, where trash is turned into something cool,” says Bea Perez, chief sustainability officer for Coca-Cola. “We’re inspiring people to make one simple action a day to put the bottle in a recycling bin — knowing it turns into value. Every end presents a new beginning, inspiring a movement among young people who want to make the world a better place for the future.”
Dancing and Discussing the Environment
Supporting the launch, Don’t Trust the B---- in Apt 23 actress Krysten Ritter checked out the new products along with VH1’s Big Morning Buzz host Carrie Keagan, who talked about will.i.am's new initiative and the importance of recycling.
“It’s important for everyone to start recycling. Everybody has to do it, and it’s amazing that will.i.am and Coca-Cola have created such an inspiring movement where you can physically see the recycled products turning into valuable, cool products,” Keagan notes.
As the crowd dined on hors d'oeuvres and danced next to the DJ booth, will.i.am grabbed the mic to talk further about his collaboration with Coca-Cola, which was two years in the making.
“EKOCYCLE allows companies to hop on board, so they can execute their sustainability efforts,” says will.i.am, adding that his vision is to have even more designers create “cool, fresh and fly” items for the line that are “built from recycled materials from day one.”
Products in the Collection
In addition to the limited-edition Levi’s® 501® Waste<Less™ jeans, c
“Things don’t have to end. They can begin again,” believes will.i.am.
More on Journey
- Coca-Cola Leads Industry-Wide SmartLabel Initiative
- Lights Out! 5 Ways to Participate in Earth Hour This Weekend
- Coca-Cola CEO Muhtar Kent Receives 2017 Water Leader Award
- Muhtar Kent Remarks: U.S. Water Partnership 2017 Water Leader Award
- How We're Changing Our Business, Inside and Outside the Bottle, in Western Europe