The Coca-Cola Company and will.i.am have announced the launch of a new lifestyle brand initiative called EKOCYCLE. The initiative will promote sustainability by educating customers about recycling choices and identifying lifestyle products that contain recycled material.
The Black Eyed Peas member said in a press release by The Coca-Cola Company, “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.”
The EKOCYCLE initiative will also have brand partners that will produce on-trend products that are made in part by recycled material.
Beats by Dr. Dre and New Era are the first EKOCYCLE brand partners. In fall 2012, Beats by Dr. Dre headphones will be available for purchase. New Era hats and other EKOCYCLE products will be available early 2013.
For more information, visit EKOCYCLE.com.