After designing his own line of quirky cool eyewear, singer and producer will.i.am is now turning his creativity in the direction of sustainable style by partnering with the Coca Cola Company to launch a new line of products created partially from recycled materials like plastic bottles and aluminum cans. Called Ekocycle, the brand will retail at a dedicated store-in-store on the third floor of Harrods in London.
Ekocycle has collaborated with a wide variety of brands and offers a truly diverse range of products ranging from women’s and men’s clothing and accessories to home interiors, a 3D printer and even a portable bike.
Expect jackets from Adidas and Ecoalf; suitcases from Globe-Trotter; suits, shirts and ties from H Brothers; backpacks and wallets from MCM; shoes from The Office of Angela Scott and plenty of other covetable goodies from brands like Renew Merchandise, Misfit, Telecom Lifestyle Fashion, Tern, Terracotta New York, and Futai, Inc. (USA). 3D Systems (where will holds the fort as Chief Creative Officer) has also created a 3D printer that produces objects using filament made from the recycled bottles.
“The technology allows you to take the plastic bottles and turn them into flakes, then flakes into thread, then thread into base cloth,” said Will.i.am during the launch of the product line at Harrods. The multi-talented artist also conceived the idea behind the initiative, and pitched it to Coca-Cola’s chief sustainability officer Bea Perez after a Black Eyed Peas concert.
A pair of Beats headphones and Levis jeans were the first two objects created using the fascinating technology. Ekocycle will announce more collaborations throughout the year, but for now you can shop the collection at Harrods.
[Via – Dezeen]