Coca Cola and Will I Am Upcycle Garbage Into Accessories
Will I Am and Coca Cola have teamed up on an upcycle initiative to educate consumers about waste and recycling. Their new brand ‘ekocycle’, features a funky range of clothing, headphones and smartphone cases made almost entirely from waste plastic and aluminum. Their ‘beats by dre’ headphones are a fusion of quality sound, technology and PET plastics – although they only contain a disappointing 31% of upcycled materials – more of a token gesture than significant step towards serious upcycling.
Levi’s development of the limited edition ‘501 waist-less jean’ is more interesting. These jeans contain an average of eight different recycled plastic bottles per pair. Why make them limited edition, though? Let’s keep this theme rolling!