Recycling Gets Posh

It’s hard to believe the recycling symbol is more than 40 years old. Since its inception, recycling rates have slowly inched up to 34.1 percent as of 2010, according to the U.S. EPA. But there is still work to be done. Even 40 years later, many consumers remain confused, overwhelmed or apathetic toward recycling. Yet, one company is hoping to change that by making recycling the hottest thing since the Black Eyed Peas.

Coca-Cola is partnering with musician will.i.am in a new high-fashion endeavor – a clothing and gear brand made of recycled materials called Ekocycle. “Today’s generation of young consumers represents an active force,” says Bea Perez, vice president and chief sustainability officer at Coca-Cola. “And the Ekocycle brand aims to be a driver in rallying their support and efforts around a global sustainability movement.”

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