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Will.i.am and The Coca-Cola Co. are partnering to make a line of clothing and gear called Ekocycle. The idea is to brand recycled products with a hipper image that resonates with young consumers.

“If you think about (recycled) products now, none of them are cool,” said Will. “You have to bring some art and fashion sensibility into this technology that turns a bottle into something cool. 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. 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-ColaCompany 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 first Ekocycle product will be a pair of headphones by Beats – a popular and pricey line created by rapper Dr. Dre and music producer Jimmy Iovine — both friends of Will. The Ekocycle version will cost $349, which is on the high end of the range of Beats headphones. And an Ekocycle hat by New Era will cost $32.

The plan is to partner with a variety of other big-name designers to sell items including bicycles, shoes, handbags, glasses or even chairs and tables. That means the items won’t be cheap, despite the unpolished image recycled products often have.

The first Ekocycle commerical with a voiceover and This Is Love by will.i.am is set to air Wednesday during the Olympics (only in US, but you can watch it below), which Coca-Cola is sponsoring.

All Ekocycle products will be marked with a logo that tells people how many recycled bottles or cans went into the product. The Beats headphones, for example, contain about 3 plastic bottles.

Check promo photoshoot, which we’ve added to our gallery + Ekocycle’s logo with headphones and cap created by them:

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To learn more about the EKOCYCLE brand visit EKOCYCLE.com.




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