The Coca-Cola Co. will contribute a minimum of $1 million to Ekocycle and partner with musical artist and producer will.i.am to promote and encourage recycling through the brand.
The Ekocycle brand initiative aims to educate consumers about recycling, identify products that can be recycled and tout the positives of recycling. It will produce a line of recycled clothing and products, starting first with Beats by Dr. Dre headphones and New Era caps. Consumers can buy Ekocylce-branded Beats by Dr. Dre headphones in fall 2012, while the New Era hats will be available in early 2013. The headphones will retail for $349 and the hats will be $32, according to The Associated Press.
“With the Ekocycle brand, I’m on a mission to educate and inspire consumers around the globe to seek out more sustainable lifestyle choices that will ultimately play a part in the movement toward a world with zero waste,” will.i.am, a member of the Black Eyed Peas, said in a statement. “By making products that contain recycled materials more attractive to both businesses and consumers, everyone can do their part to keep the cycle going to turn discarded waste into cool, new items.”