Musician will.i.am and Coca-Cola are partnering to make a line of clothing and gear called Ekocycle. The idea is to make recycled products cooler and get younger consumers thinking about waste and recycled products in a new light.
“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.”
The first Ekocycle product will be a pair of headphones by Beats for $349 with an Ekocycle hat by New Era coming that 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 high-end tables and chairs.
Source: AP
