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will.I.am has teamed with The Coca-Cola Company to launch a new company aimed at encouraging consumers and brands to recycle, by creating or highlighting products that have been made from recycled products.
The Ekocycle brand will help consumers make everyday purchasing choices by identifying materials, such as aliminum cans, that could be used to create new, fashionable products.
“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. “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 first brands to partner with will.I.am’s new green company is Dr. Dre’s's electronics company Beats By Dre and New Era.
Both companies will team with Ekocycle to create new products for the marketplace, made from recycled material.
“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 has also made a minium commitment of $1 million dollars over the next five years, in addition to a commitment of 1 percent of the operating profits made through The Coca-Cola Foundation.
