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The Coca-Cola Company in partnership with will.i.am and Harrods grows Ekocycle extension, introducing a new product ranges from six additional designers
Ekocycle has added six designers namely Ada + Nik, Davide Groppi, Goorin Bros, Henrietta Ludgate, Keds, and The People’s Movement to its shop-in-shop collection at Harrods. The new products range from men’s hats and jackets to women’s dresses and shoes to design decor and lighting and will be available from late September onwards.
Meanwhile, Ecoalf is also set to launch as part of the brand’s product expansion plans. Running on the tagline, ‘Waste is only waste if we waste it,’ Ekocycle was conceived after will.i.am felt inspired to turn waste left behind at a Black Eye Peas concert into recycled sought-after objects and joined forces with The Coca-Cola Company.
Since launching in the United Kingdom in March 2015, the brand has collaborated with global brands such as Globe-Trotter, adidas, Tern, MCM, and 3D Systems to develop an eclectic range of clothing lines, accessories as well as design and lifestyle products made in part from recycled materials like PET plastic bottles and aluminium cans.
The result is an aspirational collection which challenges preconceived notions of products made from recycled materials. The initiative was recently named ‘Innovator of the Year’ at the WGSN Awards for its ambition to educate and empower consumers to proactively seek out more sustainable lifestyle choices.
“I am pleased to announce that the Ekocycle initiative is expanding, with six fantastic new designers joining the collection. Together with will.i.am and Harrods, our aim is to continue to promote recycling in an innovative way, to captivate today’s youth and motivate change,” said Bea Perez, Chief Sustainability Officer at The Coca-Cola Company.
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