The Coca-Cola Company and will.i.am are working with a number of other high profile brands on the launch of Ekocycle.
The brand initiative is aiming to encourage recycling behaviour and sustainability among consumers through 'aspirational, yet attainable' lifestyle products. These will be made, in part, from recycled material.
Ekocycle will identify products such as assorted plastic bottles and aluminium cans that can be repurposed into recycled content for lifestyle products. It will also encourage demand and use of recycled materials, and reinforce the importance of recycling finished products.
Anchor partners include Beats by Dr Dre - with headphones launching in the US in the autumn - and New Era - with hats available from early 2013.
All products are made partially from recycled materials. Further Ekocycle brand collaborations will be announced later this year.
The Coca-Cola Company will donate a portion of licensing profits from the Ekocycle brand initiative to support additional recycling and community improvement organisations.
"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," said Bea Perez, VP and chief sustainability officer at Coca-Cola.
will.i.am added: "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."
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