Black Eyed Peas member will.i.am together with Coca-Cola with be launching a brand EKOCYCLE. EKOCYCLE goal is to promote recycling and sustainable products that comes from recycled materials.
“With the EKOCYCLE brand, I’m on a mission to educate and inspire consumers around the globe to seek out more sustainable lifestyle choices that will ultimately play a part in the movement toward a world with zero waste,” will.i.am said.
"If you think about (recycled) products now, none of them are cool," said will.i.am, who is best known for his work with The Black-Eyed Peas. "You have to bring some art and fashion sensibility into this technology that turns a bottle into something cool."
“By making products that contain recycled materials more attractive to both businesses and consumers, everyone can do their part to keep the cycle going to turn discarded waste into cool, new items. The Coca-Cola Company shares this vision and together working with local communities worldwide we will showcase the greater value of recycling, as well as selecting products that feature recycled materials.”
“The EKOCYCLE brand initiative is a platform that aligns with our vision of zero waste and our focus on sustainability,” said Bea Perez, vice president and chief sustainability officer, The Coca-Cola Company. “Together with will.i.am, we will promote recycling in a unique way with other well-known brands to create lifestyle products that consumers worldwide desire. Today’s generation of young consumers represents an active force and the EKOCYCLE brand aims to be a driver in rallying their support and efforts around a global sustainability movement.”
Coca cola will donate a percentage of the profit to develop more recycling programs and a pledge of $1 Million dollars in five years.
The newest product that will be out this fall is Beats by Dr. Dre headphones that cost $349 and New Era hats at a price of $32 in 2013.