The EKOCYCLE sustainable fashion and design brand made its UK debut on Thursday with the opening of a special Shop-in-Shop at Harrods in London.

The brainchild of Coca-Cola and global musician, artist and entrepreneur, EKOCYCLE’s ambition is to educate and empower consumers to proactively seek out more sustainable lifestyle choices by identifying everyday household products and recycling them into wearable and useable items within fashion and design. EKOCYCLE has teamed up with some of the world's most desirable brands to create an innovative lifestyle collection driven by the ambition of using recycled materials to create desirable consumer products. 

Click here for a full-screen photo gallery

From womenswear and menswear clothing to accessories, home interiors, a 3D printer and even a portable bike, EKOCYCLE has collaborated with global brands including adidas, Ecoalf, Futai, Inc. (USA), Globe-Trotter, H Brothers, Renew Merchandise, MCM, Misfit, Telecom Lifestyle Fashion, Tern, Terracotta New York, The Office of Angela Scott and 3D Systems.

Visit Harrods in London to see the EKOCYCLE product line, or browse online here.

“Sustainability is at the heart of The Coca-Cola Company and we are always looking at innovative ideas that link the vision of sustainability with our business," said Bea Perez, vice president and chief sustainability officer, The Coca-Cola Company. "The EKOCYCLE brand is about helping consumers understand that waste can actually be a valuable resource to create desirable lifestyle products. We’re delighted to bring the EKOCYCLE brand to the UK, in partnership with Harrods, and introduce a range of products which we hope will excite and inspire people.” Bea Perez and Coke's Bea Perez celebrate the opening of the EKOCYCLE Shop-in-Shop at Harrods. See more photos.

Embedded in the ethos that ‘“Waste is only waste if we waste it’, the idea was born after was inspired to turn waste left behind at a Black Eye Peas gig into recycled sought-after objects and joined forces with Coca-Cola.

“I’m honored to introduce the EKOCYCLE brand to the UK at Harrods and unveil a new group of ‘upcycled’, stylish and fun lifestyle products made partially from recycled materials," said.

The program aims to encourage demand and use of recycled materials, as well as reinforce the importance of recycling the packaging of finished products, such as plastic bottles and aluminum cans. A portion of the licensing profits from EKOCYCLE will support additional recycling and community improvement organizations.

“At the forefront of luxury retail, Harrods is the ultimate launch-pad for cutting-edge brands," said Annalise Fard, director of Home at Harrods. "The introduction of the EKOCYCLE brand to Harrods Third Floor highlights our commitment to offering customers the most innovative and luxurious products from around the world, paired with our desire to promote and support brands who are producing sustainable luxury goods.”

Additional collaborations will be announced in 2015, with iconic brand products ranging from everyday pieces to luxury items.