Levi’s: 501 WasteLess Jeans Made With Recycled Plastic.

14 05 2013

For 140 years, the Levi’s® brand has made its 501® jean with the same care, craftsmanship and attention to detail.  To that, they’ve added recycled plastic.

The Levi’s® 501® Waste<less™  jean is limited-edition and made exclusively for EKOCYCLE™. That’s the social movement founded by legendary musician and producer will.i.am in partnership with Coca-Cola.  The goal of this jean and EKOCYCLE™ is to change the way we think about recycling choices and waste.

Each 501® Waste<Less™ jean is made with 29% post-consumer recycled content, using an average of eight recycled plastic bottles.  This year, you might be wearing one of the plastic bottles you drank from – and recycled – last year.

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Levi Strauss isn’t the first clothing manufacturer to create a new product line from recycled plastic. In 1993, Patagonia became the first outdoor clothing manufacturer to create fleece made from post consumer recycled plastic soda bottles, and the company’s support of recycling via their manufacturing continues. According to Patagonia’s website, the company has saved some 86 million soda bottles from the trash heap over the past thirteen years.

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Another apparel company who incorporates sustainability throughout their business model is Puma. InCycle is the company’s first 100 percent biodegradable or recyclable clothing, accessory, and footwear collection. Puma’s efforts towards creating InCycle recently earned them Cradle to Cradle Products Innovation Institute’s product certification.

For an update on the Cradle to Cradle progress, check out The Upcycle:  Beyond Sustainability – Designing for Abundance, the new best selling book from pioneers William McDonough and Michael Braungart.

When it comes to plastic use and its impact on human health and the environment, the various statistics are nothing short of disturbing: plastic takes up to 1000 years to degrade in a landfill; 92 percent of Americans age six or older test positive for BPA; Americans use 2,500,000 plastic bottles every hour.

Check out this video, which features will.i.am, along with Levi’s® James “JC” Curleigh and Jonathan Kirby.

Read more at the original post at http://www.triplepundit.com/2013/05/levi-strauss-creates-sustainable-jeans/

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Ekocycle: will.i.am and Coke inspire sustainable behaviors

1 08 2012

Coca-Cola is collaborating with musician and producer will.i.am along with other iconic brands to inspire a global movement with the launch of Ekocycle, a brand initiative dedicated to help encourage recycling behavior and sustainability among consumers through aspirational, yet attainable lifestyle products made in part from recycled material.

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 Coca-Cola Co. says. The initiative supports recycling by helping consumers recognize that items they consider waste today can be part of a lifestyle product that they can use tomorrow. The Ekocycle brand initiative will identify products, such as assorted plastic bottles and aluminum cans, that can be repurposed into recycled content for fashionable and valuable lifestyle products. It also will encourage demand and use of recycled materials, and reinforce the importance of recycling finished products, the company says.

“With the Ekocycle brand, I’m on a mission to educate and inspire consumers around the globe to seek out more sustainable lifestyle choices that will ultimately play a part in the movement toward a world with zero waste,” will.i.am said in a statement. “By making products that contain recycled materials more attractive to both businesses and consumers, everyone can do their part to keep the cycle going to turn discarded waste into cool, new items. The Coca-Cola Co. shares this vision and together working with local communities worldwide we will showcase the greater value of recycling, as well as selecting products that feature recycled materials.”

Beats by Dr. Dre and New Era are the first brand partners to join the Ekocycle brand initiative. As a part of the partnership, these collaborative efforts will produce on-trend products made partially from recycled materials. Consumers can purchase Beats by Dr. Dre headphones this fall. New Era hats and other yet-to-be-announced Ekocycle products will be available in early 2013.

“The Ekocycle brand initiative is a platform that aligns with our vision of zero waste and our focus on sustainability,” said Bea Perez, vice president and chief sustainability officer for The Coca-Cola Co., in a statement. “Together with will.i.am, we will promote recycling in a unique way with other well-known brands to create lifestyle products that consumers worldwide desire. Today’s generation of young consumers represents an active force and the Ekocycle brand aims to be a driver in rallying their support and efforts around a global sustainability movement.”

The Coca-Cola Co. will donate its portion of licensing profits from the Ekocycle brand initiative to support additional recycling and community improvement organizations. It also will make a minimum $1 million financial commitment in the next five years. This donation is in addition to, and separate from, the charitable commitments of 1 percent of operating profits made through The Coca-Cola Foundation, the company says.

Earth911, host of the one of the largest recycling directories in the United States with more than 1.5 million ways to recycle, will provide an interactive and searchable recycling directory for consumers accessible at ekocycle.com.

“Recycling is one of the easiest sustainable actions consumers can take, but without real-time access to local options, people are often left confused and frustrated,” said Raquel Fagan, vice president of media for Earth911, in a statement. “The Ekocycle brand initiative takes a forward-thinking approach and demonstrates how companies can play a role in eliminating this confusion and empowering consumers.”

On Aug. 1, the Ekocycle brand will premiere its first 60-second TV commercial that will air in the U.S. market during the telecast of the Summer Olympic Games. A full-scale marketing, advertising and online campaign will follow.

To learn more about the Ekocycle brand initiative, visit ekocycle.com.

Original article in Beverage Industry