By  on October 25, 2012

Pop star will.i.am is out to make recycling fashionable — with an assist from The Coca-Cola Co. and fashion and accessories partners like Levi’s, New Era, Rvca and MCM.

The partners are launching fashion and related products under an umbrella initiative called Ekocycle, aimed at encouraging recycling behavior among consumers. Each of the product lines under the brand are made from at least 25 percent postconsumer waste, such as recycled plastic and aluminum bottles.

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