Now if will.i.am isn’t a style icon, then I’m not a Ducati riding dude. And you all know I am.
I have no idea why we didn’t come across this exception, innovative, sustainable, forward thinking brand earlier, because if we had, we’d have ordered our allotment of shirts earlier. Awesome!
To date, 1.5 Million waste items have been diverted to this incredible process already. Oh, you don’t know about it either? Hold onto your wagon!
will.i.am and The Coca-Cola Company joined efforts years back to launch EKOCYCLE™ in 2013, to inspire new things made in part from recycled materials. Their shared ambition was to motivate brands and people like you to join them on their quest to make more sustainable living cool. Damn, boom and this stuff is COOL.
The EKOCYCLE™ brand initiative supports recycling by helping consumers recognize that items they consider waste today may be a part of a lifestyle product they can use tomorrow. With a dedication to supporting a more sustainable environment, the EKOCYCLE™ brand initiative will identify products, such as assorted plastic bottles and aluminum cans, that can be re-purposed into recycled content for fashionable and valuable lifestyle products.
Now how do they do this? They take the plastic bottles and shred them down. The plastic turns into flakes, and then they repeat the process so the flakes are super-fine. They then combine this material with cotton, or another textile material and weave it in. Then the weave is created into sheets of material, ready to be cut and sewn. Un-Be-Lieve-Able.
will.i.am with other designers, have create an outstanding menswear collection as below. We’re talking Tuxedos, Asymmetrical Tails, shirts, harem pants, slacks, t-shirts and jeans. Now be careful once you’ve bought your awesome garments. Cause your girlfriend will be after them!
Check out the range. And support the cause!