8/18/2012

Coca-Cola and Will.i.am to launch eco-friendly brand

Black Eyed Peas member Will.i.am is teaming up with The Coca-Cola Company to launch a brand of eco-friendly clothing and accessories in a bid to promote recycling, reports FashionMag.com.

Dubbed "Ekocycle," the initiative will feature garments and accessories made form recycled materials.

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.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, a popular and pricey line created by rapper Dr. Dre and music producer Jimmy Iovine - both friends of will.i.am.

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