Coca-Cola and rapper Will.i.am (of the Black-Eyed Peas) are partnering to launch a new line of products made from recycled materials. He recently flaunted some new Beats Audio headphones made from recycled materials reportedly costing $349 a pop.
Will.i.am and Coca-Cola joined forces to produce a new line of sustainable clothing and gear under the brand name Ekocycle. Ekocycle’s Facebook page, launched back in May of 2012, states “EKOCYCLE is made of will.i.am and Coca-Cola’s shared goal: to work with the brands you love and create new things made, in part, from recycled materials.” An Ekocycle hat will reportedly cost $32, and the high-quality Beats Audio headphones run $349. Other products hitting the market soon include shoes, handbags, bicycles and furniture.
Recycling trash into new products often costs more than making products from new materials. This explains the relatively high cost of the Ekocycle line of products. Will.i.am hopes to make recycled consumer products a “cooler” and “hipper” choice despite the higher price tag. The Black-Eyed Peas rapper told the New York Daily News “If you think about (recycled) products now, none of them are cool. You have to bring some art and fashion sensibility into this technology that turns a bottle into something cool.”
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Each Ekocycle product will feature the company logo along with a number showing exactly how many recycled bottles were used to make it. The Beats headphones, for example, are each made out of three recycled bottles. The collaboration between the soft drink giant and hip-hop star is still very young at this point, so we’ll have to wait and see whether or not Ekocycle takes off like they hope it will.