Fashion devotees attending the shows are encouraged to ‘Give It Back’ by recycling their used bottles, cans, glass, aluminium, plastic and cardboard.
More than 25 recycling bins bearing the Give It Back logo have been placed throughout the complex in Bryant Park, New York City, including the lobby, hospitality lounges and backstage areas during Fashion Week.
“Recycling at the tents is an easy way for all Mercedes-Benz Fashion Week attendees to do their part to protect the environment and minimise waste,” said Fern Mallis, senior vice president of IMG Fashion. “We’re grateful to Coca-Cola Recycling for helping us create a new and important tradition of recycling during Mercedes-Benz Fashion Week.”
Coca-Cola Recycling worked with New York recycler Boro Recycling Inc to establish a recycling programme to meet the needs of the more than 100,000 attendees during the eight days of shows, events and activities (13-20 February 2009).
Boro will be making multiple pick-ups on-site each day to ensure a smooth operation. The collected materials will then be sent to recycling processors throughout the northeast to be reused in new products. Coca-Cola Recycling estimates that 11,000 pounds of recyclables will be collected during this effort.
“It’s not just about what’s in the bottle – it’s what we do with the bottle that can make a positive difference,” said Celeste Bottorff, vice president of Living Well, Coca-Cola North America. “With Give It Back, we aim to inspire people to join us in our efforts to recycle and reuse all of our bottles and cans in the US marketplace.”
Source: Coca-Cola North America
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