The Coca-Cola Company and music artist will.i.am have launched a new clothing label that uses “recycled materials to create desirable consumer products”.
The Ekocycle brand recycles household products into wearable and useable items within fashion and design, and could have significant repercussions in plastic and aluminium packaging industries. The project “challenges preconceived notions of products made from recycled materials,” Coca-Cola said.
Described as “an innovative lifestyle collection”, the brand’s product line includes menswear and womenswear, fashion accessories, home interior products and a portable bike. The collection has been introduced exclusively into Harrods, with money being donated to support additional recycling and community improvement schemes.
Ekocycle co-creator will.i.am said: “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. I encourage everyone to seek out items that use recycled materials like those featured in the Ekocycle products at Harrods.”
Bea Perez, vice president and chief sustainability officer for Coca-Cola, said: “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. 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.”
© FoodBev Media Ltd 2019
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