Marketers Get On Board Ekocycle
Brand-e.biz , Friday, November 2, 2012 8:03 AM
Levi’s, RVCA and Case-Mate are among brands that have joined Ekocycle, a project from Coca-Cola, Beats by Dr Dre, New Era, Earth 911 and will.i.am aimed at educating consumers about recycling. Ekocycle has also tasked itself with repurposing old plastic and aluminum items into fashion-oriented products. So far, Levi’s has come up with 501 Waste<Less jeans made of eight recycled plastic bottles per pair (and slated for an April 2013 launch), while Beats by Dr. Dre Ekocycle headphones contain one-third recycled material.
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