Target: will.i.am, Musician and Founder of Ekocycle
Goal: To thank will.i.am for his efforts to move towards a zero waste production lifestyle brand
Just last week it was announced that Ekocycle – a partnership between musician will.i.am, Coca-Cola, and several leading lifestyle brands – will finally begin launching their sustainable products. The global initiative takes recycled plastic from Coca-Cola bottles and transforms it into fabric for clothing and re-purposed plastic for other goods. The joint venture was founded upon the idea of positive and sustainable consumerism, and making recycling “cool” for younger generations.
The idea for a sustainable brand came to will.i.am when he observed how much waste was produced from the fans at his concert. While placing recycling bins inside a concert venue is a step towards less waste, there is no guarantee that they will be used. By taking the concept of recycling a step further, will.i.am believes that he can get people to be a part of something with real impact.
Focused on the mantra “Endings, from New Beginnings,” Ekocycle makes everyday products out of waste. Aside from Coca-Cola, current partners include Beats by Dre, New Era, RVCA, Case-mate, and Levis. By converting waste into a commodity, the initiative hopes to eliminate waste altogether.
Ekocycle also hopes to revolutionize the way we purchase products, by introducing things we will want and that will also help the environment. By comparison, most “green” options available in today’s market are not usually the first choice for your average buyer. By making recycled products that are also attractive to the consumer, they really have a better opportunity of making a difference.
Sign this petition to thank will.i.am for his revolutionary concept Ekocycle, and his plans to turn everyday wastes into everyday goods. The initiative is the first of its kind, and with proper support has the potential to pave the way for the future of sustainable fashion.
The basis behind new lifestyle brand Ekocycle is genius, and has the power to make young consumers change the way they think about products and embrace recycling in style. There is a need for sustainable products that are actually desirable, and Ekocycle is the perfect opportunity to fill this void.
Thank you for working for a more sustainable world and inspiring individuals to take responsibility for the waste that they produce. I am excited to see the success of this project, and how it may encourage others to place a new priority on the importance of sustainability. Just like how Ekocycle itself operates, you have taken the old concept of recycling and made it new again; for this, I applaud you.
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