ATLANTA, OCTOBER 25, 2012: - Global music artist and producer will.i.am and The Coca-Cola Company announced last night at a private launch event that the Levi‘s® brand, MCM, RVCA and Case-Mate® will be joining anchor partners, Beats by Dr. Dre® and New Era® as the newest members of the EKOCYCLE™ social movement.
The EKOCYCLE brand initiative was developed to educate consumers about everyday recycling choices and empower their purchasing decisions as part of a social change movement. The 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 movement is committed to identifying products, such as assorted plastic bottles and aluminum cans that can be repurposed into recycled content for fashion-forward lifestyle products through the help of some of the industry‘s hottest trend-setters.
The following products will roll out to consumers from companies that answered the call to produce new goods made in part from recycled materials:
• Limited edition Levi’s® 501® Waste>Less™ jean –Made with an average of eight recycled assorted plastic bottles per pair of jeans, Levi‘s® Waste>Less™ 501® jeans will be available in April 2013 for $128 with global distribution via Levi‘s® retail doors and online at levi.com.
• Beats by Dr. Dre® EKOCYCLE™ headphones – Beats StudioTM headphones are precision engineered to reveal the full sonic range of music. Through EKOCYCLE™, Beats® delivers exceptional sound using materials that would have otherwise been wasted. Together EKOCYCLE™ and Beats® deliver an inspiring sound experience. The EKOCYCLE™ Studio Headphone contains 31 percent recycled material, using three assorted recycled PET plastic bottles and is now available online at Beatsbydre.com and global e-tailers. The headphones are priced at $349.95.
• Case-Mate® Barely There Case – Now available at Best Buy stores in the United States and on www.bestbuy.com/casemate, the EKOCYCLE™ Barely There case extends the life of plastic beyond the landfill. Molded from a 100 percent recycled PET (Polyethylene Terephthalate), a translucent, glossy finish showcases more of your smartphone. Its ultra-lightweight, minimalist design delivers a stylish profile, while the EKOCYCLE logo is debossed for a sleek and modern look. The case retails for $35.
• New Era® caps –The EKOCYCLE™ Cap Collection features two caps - a 59FIFTY® fitted and a 9FIFTY ™ Strapback. Both are made with a recycled fabric that consists of a traditional polyester fabric and a recycled plastic. Caps retail for $30-45.
Additional collaborations will be announced next year with iconic brand products ranging from everyday pieces to luxury items. The EKOCYCLE brand identifies a growing line of sustainably-minded products for purchase that are specifically designed to take recycling awareness to the next level while responding to consumers‘ evolving lifestyle choices with aspirational, yet attainable products made in part from recycled materials.
"Waste is only waste if we waste it,‖ said will.i.am. "We need to value the things we consume and become a more sustainable society that is moving towards a world with zero waste."
Through EKOCYCLE, consumers can learn about everyday recycling choices and empower their purchasing decisions as part of a social change movement."
The Coca-Cola Company will make a minimum $1 million financial commitment over the next five years to support additional recycling and community improvement organizations. This donation is in addition to, and separate from, the charitable commitments of 1 percent of operating profits made through The Coca-Cola Foundation.
"We are continuing the EKOCYCLE brand initiative to align with other well-known brands to educate individuals and communities about the importance of recycling and living a more sustainable lifestyle," said Bea Perez, vice president and chief sustainability officer, The Coca-Cola Company. "It is core to our business that we want to eliminate waste, and we want to shed a light on the journey we all need to take to drive these actions forward. Together with will.i.am, we are developing a brand around sustainability and creating a movement to get people engaged to be a part of something bigger than just what an individual can do. It‘s the 'me‘ and the 'we' coming together. That‘s EKOCYCLE."
Earth911®, host of the largest recycling directory in the U.S. with more than 1.5 million ways to recycle, will provide an interactive and searchable recycling directory for consumers accessible at EKOCYCLE.com.
On the evening of Oct. 24, will.i.am, The Coca-Cola Company and brand partner executives gathered in New York City to celebrate the EKOCYCLE brand launch. The event featured a build out that included sustainable materials throughout the space to offer an inside visual look at the EKOCYCLE story and process. In lieu of gift bags at the event, a donation was made to Keep New York City Beautiful. The funds will provide recycling bins for local parks.
In order to ensure the EKOCYCLE brand launch event had zero net greenhouse gas emissions, will.i.am and The Coca-Cola Company worked with The CarbonNeutral Company to offset the emissions produced from the event. The event was certified CarbonNeutral® in accordance with The CarbonNeutral Protocol and will utilize carbon credits from a Brazilian project which uses agricultural waste to generate energy.
To learn more about the EKOCYCLE brand initiative visit EKOCYCLE.com.