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Source: Levi's

When we think about recycled products we typically imagine them to bare, stripped down and earthy-looking because such environmentally friendly products have been designed to give that chemical free, au naturale perception. Unfortunately most of the times these products aren’t very unattractive and unexciting so how can these products motivate a consumer about recycling to begin with? Why does 1 need to sacrifice style in order to help the environment?

And that is what EKOCYCLE™ is all about. Launched through a partnership with producer/rapper will.i.am and Coca-Cola, EKOCYCLE™ breaks that very common misconception through partnerships with globally loved brands to create great looking lifestyle products made out of recycled materials in efforts to change the way you see sustainability and waste. The EKOCYCLE™ program also supports recycling and community improvement organizations too and the Coca-Cola Company has even pledged to make a minimum $1 million contribution as a commitment over the next 5 years.

Said Bea Perez, vice president and chief sustainability officer of The Coca-Cola Company, “Together with will.i.am, we are developing a brand around sustainability and creating a movement to get people engaged to be a part of something bigger than just what an individual can do. It’s the ‘me’ and the ‘we’ coming together. That’s EKOCYCLE™.”

More and more brands are taking part and to date,brands like New Era, and Beats by Dreare among the growing list of brands to join in on the EKOCYCLE™ movement, The latest in EKOCYCLE™’s growing list of brands is none other than the most famous denim brand in the world, Levi’s®brand. Quotes Levi’s®brand “With a dedication to supporting a more sustainable environment, the EKOCYCLE™movement is committed to identifying products, such as assorted plastic bottles and aluminum cans that can be repurposed into recycled content for fashion-forward lifestyle products through the help of some of the industry’s hottest trendsetters.”

The result is thelaunchofthe limited edition 501®Waste<Less™ jean that’s made with an average of 8 recycled plastic bottles per pair of jeans.

“Waste is only waste if we waste it,” said will.i.am. “We need to value the things we consume and become a more sustainable society that is moving towards a world with zero waste.” Through EKOCYCLE™, consumers can learn about everyday recycling choices and empower their purchasing decisions as part of a social change movement.”


The limited edition 501® Waste<Less™ jean is now available for RM599 exclusively at Levi’s® Flagship Store in The Gardens Mall. For more info log on to www.levi.com.my.

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