For many of us, recycling is second nature (and if not it should be!), as being eco-conscious is just as important as being trend-conscious. Thanks to EKOCYCLE, an innovative brand initiative developed by will.i.am and The Coca-Cola Company, that bottle of water you just recycled, may now become your favorite fashion statement.
As you probably guessed, EKOCYCLE repurposes items such as plastic bottles for use as recycled content in fashion-forward lifestyle products in an effort to inspire a global social movement around recycling and making more sustainable purchasing choices. EKOCYCLE has partnered with the NBA to introduce a limited edition adidas Feel Good Tee made with 50 percentrPET (rPET component is comprised of three assorted recycled PET bottles). The shirt debuted last week at the NBA Green Week presented by Sprint. This effort is focused on reducing the league’s ecological impact and helping educate basketball fans around the globe about the importance of environmental protection.
EKOCYCLE also offers a limited edition Levi’s 501 Waste<Less jean, made with an average of eight recycled plastic bottles per pair, and the 59FIFTY cap from New Era which boasts 42 percent post-consumer recycled materials. For those of us who can’t live without music, Beats by Dr. Dre headphones contain three assorted recycled PET plastic bottles and for the accessories junkies, luxury bags from MCM will be available later this year.
EKOCYCLE really put new meaning to one man’s trash is another man’s treasure!
-Gia Broccoli D’Onofrio