For the most part, products dubbed as 'eco' or environmentally friendly are often not seen as hip and cool. With a music powerhouse like Will.i.am attached to this brand it's sure to hit a note with young people. He was quoted in the Huffington Post as saying, "If you think about recycled products now, none of them are cool. You have to bring some art and fashion sensibility into this technology that turns a bottle into something cool."
The product line will have everything from headphones to hats and promises to deliver on style and function. A pair of headphones under Dr.Dre's line, Beats, will be one of the first items released under the Ekocycle brand this fall. Coca-Cola plans to partner with a number of designers to create several items under the new label.
One thing is for certain, Ekocyle won't be cheap. Recycled items have been known to be more expensive and this won't be any different. But the hope is that consumers will be impressed with the concept of being eco-friendly and that the next generation customer will think about their choices when they shop.
Keep up with Ekocycle on their Facebook page.