W CLEANS HOUSE: As part of its ongoing mash-up of fashion, music and technology, the W Hotels will launch a new initiative with will.i.am and EKOCYCLE on April 13 at its midtown outpost. Ekocycle, the recycled materials-oriented brand developed by the Coca-Cola Company and the enterprising rapper, is providing Ekocycle sheets that will be used in all W Hotels in the U.S. Made in part with rPET polyester produced from recycled plastic bottles, each king-size sheet uses 31 recycled plastic bottles, which amounts to nearly 268,700 plastic bottles for every W Hotel bed in North America, according to a company spokeswoman.
On another front, through its partnership with the CFDA Fashion Incubator, W Hotels is introducing the WET Deck Collection, three summer items designed by Misha Nonoo, Isa Tapia amd Dezso’s Sara Beltran. Nonoon designed a cotton voile belted kaftan, Tapia dreamt up a sunset-inspired espadrille and Beltran created a handwoven Mexican bracelet with a shark fin tiger eye and marquise diamond embellishment. Inspired by the W Vieques in Puerto Rico, their beachy essentials will be sold exclusively online through W Hotels’ store and surfside at W’s U.S. locations.