Global musical artist and producer will.i.am and The Coca-Cola Company are collaborating with other brands to launch Ekocycle.
Ekocycle is a brand initiative designed to help encourage recycling behaviour and sustainability among consumers through attainable lifestyle products made in part from recycled material.
The Ekocycle brand initiative will identify products, such as assorted plastic bottles and aluminium cans that can be repurposed into recycled content for fashionable and valuable lifestyle products.
The company hopes it will also encourage demand and use of recycled materials, and reinforce the importance of recycling finished products.
Beats by Dr Dre and New Era are the first brand partners to join the Ekocycle brand initiative in its mission to inspire and educate individuals and communities to live a more sustainable lifestyle.
The Coca-Cola Company will donate its portion of licensing profits from the Ekocycle brand initiative to support additional recycling and community improvement organisations.
The company will make a minimum $1m financial commitment over the next five years.