Coca-Cola and will.i.am are launching a new eco-conscious fashion brand called EKOCYCLE. The project aims to educate consumers about sustainable lifestyle choices and to challenge some of the preconceived notions about products made from recyclable materials. Its approach includes teaming up with some of Britain’s top lifestyle brands including Globe-Trotter to create a line of luxurious and innovative products, as well as looking at everyday household products and finding ways to recycle them into wearable items. EKOCYCLE has launched with an exclusive pop-up shop inside Harrods in London, where the complete range of offerings can be enjoyed.
87-135 Brompton Road
Knightsbridge, London SW1