Global music artist and producer will.i.am and The Coca-Cola Company announced last night at a private launch event that the Levi’s® brand, MCM, RVCA and Case-Mate® will be joining anchor partners, Beats by Dr. Dre® and New Era® as the newest members of the EKOCYCLE™ social movement.

The EKOCYCLE brand initiative was developed to educate consumers about everyday recycling choices and empower their purchasing decisions as part of a social change movement. The initiative supports recycling by helping consumers recognize that items they consider waste today may be a part of a lifestyle product they can use tomorrow. With a dedication to supporting a more sustainable environment, the EKOCYCLE movement is committed to identifying products, such as assorted plastic bottles and aluminum cans that can be repurposed into recycled content for fashion-forward lifestyle products through the help of some of the industry’s hottest trend-setters.

Additional collaborations will be announced next year with iconic brand products ranging from everyday pieces to luxury items. The EKOCYCLE brand identifies a growing line of sustainably-minded products for purchase that are specifically designed to take recycling awareness to the next level while responding to consumers’ evolving lifestyle choices with aspirational, yet attainable products made in part from recycled materials.

We are most excited about Limited edition Levi’s® 501® Waste<Less™ jean – Made with an average of eight recycled assorted plastic bottles per pair of jeans, Levi’s® Waste<Less™ 501® jeans will be available in April 2013 with global distribution via Levi’s® retail doors and online at levi.com.

To learn more about the EKOCYCLE brand initiative visit EKOCYCLE.com

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