Tuesday night at the Levi’s Haus in West Hollywood, CA marked the official launch of Levi’s 501 jeans, a limited edition collection devised by Black Eyed Peas member will.i.am in collaboration with Coca Cola through the EKOCYCLE project.
The EKOCYCLE initiative is an environmental campaign, which strives to educate consumers about the importance of recycling. Prior EKOCYCLE collaborations also initiated by will.i.am include swimwear with RVCA and bags with German luxury brand MCM.
According to WWD, will.i.am has further plans for Ekocycle including partnerships with phones, toothbrushes and even women's shoes. The exclusive 501 Levi’s jeans, which have been dubbed the "WasteLess" jean, were created from recycled bottles and food trays. Available online, at Ekocycle.com and Levi.com, they are sold for $128 and are celebrated for being made from 29% post-consumer waste materials using an average of 8 different recycled PET plastic bottles.
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