Will.i.am Brings Recycling to Fashion With His New Ekocycle Initative

Will.i.am is bringing recycling to fashion with his new Ekocycle initative. The music producer has partnered with Coca-Cola for the campaign, which encourages brands to use postconsumer waste (at least 25%) to create clothing and accessories. Think of it as Will.I.Am’s eco-friendly answer to RED products. “To do recycled goods isn’t something new

under the sun, but they just get buried under all the other products companies sell,”

 Will said in an interview Wednesday. “This idea is about how you can have a brand and marketing around sustainability. Each product helps sustain because it’s part of a whole slew of other programs. It’s a family of sustainability.” Brands like Levi’s and New Era have already signed on in support of the campaign.