The Coca‑Cola Company and global music artist and entrepreneur will.i.am are excited to announce the arrival of the EKOCYCLE™ brand in the UK.
Launching today at an exclusive Shop-in-Shop in Harrods, the project aims to push the boundaries on more sustainable fashion and design. The EKOCYCLE brand has teamed up with some of the globe’s most desirable brands to create an innovative lifestyle collection – driven by the ambition of using recycled materials to create desirable consumer products.
From womenswear and menswear clothing to accessories, home interiors, a 3D printer and even a portable bike, the EKOCYCLE brand has collaborated with global brands including adidas, Ecoalf, Futai, Inc. (USA), Globe-Trotter, H Brothers, Renew Merchandise, MCM, Misfit, Telecom Lifestyle Fashion, Tern, Terracotta New York, The Office of Angela Scott and 3D Systems.
The brainchild of The Coca‑Cola Company, and will.i.am, the EKOCYCLE brand’s ambition is to educate and empower consumers to proactively seek out more sustainable lifestyle choices, by identifying everyday household products and recycling them into wearable and useable items within fashion and design. The result is an inspiring aspirational collection that challenges preconceived notions of products made from recycled materials.
Bea Perez, Vice President and Chief Sustainability Officer said: “Sustainability is at the heart of The Coca‑Cola Company and we are always looking at innovative ideas that link the vision of sustainability with our business. The EKOCYCLE brand is about helping consumers understand that waste can actually be a valuable resource to create desirable lifestyle products. We’re delighted to bring the EKOCYCLE brand to the UK, in partnership with Harrods, and introduce a range of products which we hope will excite and inspire people.”
Embedded in the ethos that ‘“Waste is only waste if we waste it’, the idea was born after will.i.am was inspired to turn waste left behind at a Black Eye Peas gig into recycled sought-after objects and joined forces with The Coca‑Cola Company.
EKOCYCLE brand co-creator 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.”
The program is expected to help encourage demand and use of recycled materials as well as reinforce the importance of recycling the packaging of finished products, such as plastic bottles and aluminum cans. A portion of the licensing profits from the
EKOCYCLE brand initiative will be donated to support additional recycling and community improvement organisations.
Annalise Fard, Director of Home at Harrods said: “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.”
Additional collaborations will be announced in the coming year, with iconic brand products ranging from everyday pieces to luxury items. Visit Harrods to see the EKOCYCLE product line or online at Harrods.com/brand/ekocycle.
To learn more about the EKOCYCLE brand initiative visit EKOCYCLE.COM.
Main credit: Exclusive EKOCYCLE shop in shop at Harrods.
NOTES TO EDITORS:
About The Coca‑Cola Company
The Coca‑Cola Company (NYSE: KO) is a total beverage company, offering over 500 brands in more than 200 countries and territories. Led by Coca‑Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 20 billion-dollar brands including, Diet Coke, Fanta, Sprite, Coca‑Cola Zero, vitaminwater, POWERADE, Minute Maid, Simply, Georgia, Dasani, FUZE TEA and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca‑Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca‑Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.
A multi-faceted entertainer, creative innovator and philanthropist, will.i.am is best known work with The Black Eyed Peas®. He is currently starring as a Coach for his fourth season on the hit TV programme “The Voice.” As a producer, will.i.am has also worked with some of the music industry’s biggest names including Michael Jackson, Rihanna, Usher, Miley Cyrus, Nicki Minaj, Britney Spears, David Guetta and film composer Hans Zimmer. Recognized and honored by numerous industry organizations for artistic, business and philanthropic achievements, will.i.am is the recipient of multiple GRAMMY® awards, a Latin GRAMMY® award, an Emmy® award, two NAACP Image Awards®, the BMI® President’s Award and a CLIO Award.
will.i.am's i.am.angel Foundation (www.iamangelfoundation.org) supports young people through programs focused on STEAM (science, technology, engineering, arts, math) education via after-school tutoring and activities that build STEAM and coding skills.
About Harrods Ltd
With a rich history spanning 165 years, Harrods is a world leader in luxury retail. The famous Knightsbridge store attracts millions of loyal customers from across the globe with its unrivalled product selection, renowned customer service and historic setting. The store was opened in 1849 by Charles Henry Harrod as an expansion of his humble East End grocer and tea business. Today, it is one of the most distinguished names in the world. Eight floors and 330 departments showcase the best of luxury merchandise, from high-end fashion and accessories to the finest homewares and the latest technology. The store also houses 26 delectable restaurants. Harrods continuously seeks to surpass the desires and expectations of its customers, while offering an unforgettable shopping experience and following its philosophy ‘Anything is Possible’.
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