Will.i.am has launched his new brand, EKOCYCLE.
The 'Bang Bang' hitmaker has teamed up with The Coca-Cola Company and some of the globe's most desirable brands to create an innovative sustainable lifestyle collection including menswear, womenswear and home accessories.
EKOCYCLE has collaborated with labels including adidas, Ecoalf, Futai, Inc. (USA), Globe-Trotter, H Brothers, Renew Merchandise, MCM, Misfit and Terracotta New York to launch the products at an exclusive Shop-in-Shop in Harrods, London, today (05.03.15).
The concept of EKOCYCLE is to encourage customers to seek out more sustainable lifestyle choices, by identifying everyday household products and recycling them into wearable and useable items within fashion and design.
Will.i.am said: "I'm honored to introduce the EKOCYCLE brand to the UK at Harrods and unveil a new group of upcycled, stylish and fun lifestyle products made partially from recycled materials. I encourage everyone to seek out items that use recycled materials like those featured in the EKOCYCLE products at Harrods."
Director of Home at Harrods, Annalise Fard added: "At the forefront of luxury retail, Harrods is the ultimate launch-pad for cutting-edge brands. The introduction of the EKOCYCLE brand to Harrods Third Floor highlights our commitment to offering customers the most innovative and luxurious products from around the world, paired with our desire to promote and support brands who are producing sustainable luxury goods."
The 39-year-old rapper came up with the idea for the brand after he was inspired to turn waste left behind at a Black Eyed Peas gig into recycled sought-after objects.