Brands onboard for recycling

November 1, 2012 in -e.showcase

levis ekocycleBrands Levi’s, RVCA and Case-Mate have joined the Ekocycle initiative, a project from Coca-Cola, Beats by Dr Dre, New Era, Earth 911 and will.i.am aimed at educating consumers about recycling.

Ekocycle has also tasked itself with repurposing old plastic and aluminium items into fashion-oriented products. So far, Levi’s has come up with 501 Waste<Less jeans made of eight recycled plastic bottles per pair (and slated for an April 2013 launch), while Beats by Dr. Dre Ekocycle headphones contain one third recycled material.

“Waste is only waste if we waste it,” says 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.”

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