Will.i.am is set to challenge all that you thought you knew about sustainable fashion, with the arrival of his fashion and design brand Ekocycle to the UK - which launched in Harrods last night.
Founded by the Scream & Shout hit-maker and The Coca-Cola Company after will.i.am was inspired to turn waste left behind after a Black Eyed Peas gig into recycled, sough-after objects, the label is already making waves in the US. Quickly growing a reputation for its seriously high-spec women’s and menswear clothing and accessories created entirely from recycled materials - including plastic bottles and aluminium cans - one of the biggest talking points at last night's launch was a beautifully cut tuxedo, which challenged even a trained eye as to its origins.
Speaking about the UK launch, will.i.am said: 'I’m honoured to introduce the Ekocycle brand to the UK at Harrods and unveil a new group of "upcycled", stylish and fun lifestyle products made partially from recycled materials. I encourage everyone to seek out items that use recycled materials like those featured in the Ekocycle products at Harrods.'
Plus, the buzz around Ekocycle is only set to continue with past collaborators including adidas, Globe-Trotter and MCM, to name but three.
To learn more, visit the exclusive Ekocycle shop at Harrods or visit ekocycle.com