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Luxury waste
London – Coca-Cola and musician will.i.am have opened a sustainable fashion and design concession at luxury department store Harrods.
- Collaboration with Misfit, H Brothers, Adidas and Terracotta New York
- ‘Waste can be a valuable resource to create desirable lifestyle products,’ – Bea Perez, chief sustainability officer at Coca-Cola
Ekocycle by Will.I.am and Coca Cola at Harrods, London
Ekocycle by Will.I.am and Coca Cola at Harrods, London
Ekocycle by Will.I.am and Coca Cola at Harrods, London
EKOCYCLE sells women’s clothing and menswear, as well as accessories, home interiors and bicycles, all made from recycled materials. The brand aims to educate consumers, empower them to make sustainable lifestyle choices, and challenge preconceived notions of products made from waste materials. Annalise Fard, director of home at Harrods, says of the brand’s launch: ‘The introduction of the EKOCYCLE brand to Harrods’ third floor highlights our commitment to offering customers the most innovative and luxurious products from around the world, paired with our desire to promote and support brands who are producing sustainable luxury goods.’
The Big Picture: Environmentally conscious brands across sectors are adopting a zero-waste policy when it comes to making their products. To find out more, read our Whole-system Thinking macrotrend.
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