October 25th, 2012
Four More Climb Aboard the Coca-Cola-Will.i.am Ekocycle
By Stuart Elliott
New York Times
Four additional brands are joining the Coca-Cola Company and the musician Will.i.am in an environmental initiative called Ekocycle, which seeks to develop creative ways of recycling plastic beverage bottles.
The brands are Case-Mate, a line of cases for smartphones; Levi’s jeans, sold by Levi Strauss & Company; MCM, the high-end handbags, luggage and leather goods; and RVCA, the line of apparel like board shorts for action sports.
The four brands join the two that were in on the start of Ekocycle back in July: the Beats by Dr. Dre line of headphones and New Era caps.
The four additional brands were announced at an event in Manhattan on Wednesday night that was designed to be ecologically correct. For instance, in place of gift bags, a donation was made to Keep New York City Beautiful, an affiliate of Keep America Beautiful.