Coca-Cola and will.i.am bring Ekocycle to Harrods
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The project, launched on March 5th, aims to push the boundaries on more sustainable fashion and design. The Ekocycle brand has teamed up with some of the globe’s most well known brands to create an innovative lifestyle collection – driven by the ambition of using recycled materials to create consumer products.
From womenswear and menswear clothing to accessories, home interiors, a 3D printer and 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 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.”
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.
