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will.i.am Launches EKOCYCLE
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will.i.am Launches EKOCYCLE

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Global music artist and producer will.i.am and The Coca-Cola Company announced that the Levi's brand, MCM, RVCA and Case-Mate will be joining anchor partners, Beats by Dr. Dre and New Era as the newest members of the EKOCYCLE social movement.

The EKOCYCLE brand initiative was developed to educate consumers about everyday recycling choices and empower their purchasing decisions as part of a social change movement. The initiative supports recycling by helping consumers recognize that items they consider waste today may be a part of a lifestyle product they can use tomorrow.

With a dedication to supporting a more sustainable environment, the EKOCYCLE movement is committed to identifying products, such as assorted plastic bottles and aluminum cans that can be repurposed into recycled content for fashion-forward lifestyle products through the help of some of the industry's hottest trendsetters.

The following products will roll out to consumers from companies that answered the call to produce new goods made in part from recycled materials:

- Limited edition Levi's® 501® Waste<Less - Made with an average of eight recycled assorted plastic bottles per pair of jeans, Levi's® Waste>Less™ 501® jeans will be available in April 2013 for $128 with global distribution via Levi's® retail doors and online at levi.com.

- Beats by Dr. Dre® EKOCYCLE™ headphones - Beats Studio TM headphones are precision engineered to reveal the full sonic range of music. Through EKOCYCLE™, Beats® delivers exceptional sound using materials that would have otherwise been wasted. Together EKOCYCLE™ and Beats® deliver an inspiring sound experience. The EKOCYCLE™ Studio Headphone contains 31 percent recycled material, using three assorted recycled PET plastic bottles and is now available online at Beatsbydre.com and global e-tailers.

- Case-Mate® Barely There Case - Now available at Best Buy stores in the United States and on www.bestbuy.com/casemate, the EKOCYCLE™ Barely There case extends the life of plastic beyond the landfill. Molded from a 100 percent recycled PET (Polyethylene Terephthalate), a translucent, glossy finish showcases more of your smartphone. Its ultra-lightweight, minimalist design delivers a stylish profile, while the EKOCYCLE logo is debossed for a sleek and modern look. 

- New Era® caps - The EKOCYCLE™ Cap Collection features two caps -- a 59FIFTY® fitted and a 9FIFTY ™ Strapback. Both are made with a recycled fabric that consists of a traditional polyester fabric and recycled plastic.

The EKOCYCLE brand identifies a growing line of sustainably-minded products for purchase that are specifically designed to take recycling awareness to the next level while responding to consumers' evolving lifestyle choices with aspirational, yet attainable products made in part from recycled materials.

"Waste is only waste if we waste it," said 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."

The Coca-Cola Company will make a minimum $1 million financial commitment over the next five years to support additional recycling and community improvement organizations. This donation is in addition to, and separate from, the charitable commitments of 1 percent of operating profits made through The Coca-Cola Foundation.

"Together with will.i.am, we are developing a brand centered around sustainability and creating a movement to get people engaged to be a part of something bigger than just what an individual can do," said Bea Perez, Vice President and Chief Sustainability Officer, The Coca-Cola Company. "It's the 'me' and the 'we' coming together. That's EKOCYCLE."











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