will.i.am launches eco-friendly fashion range
will.i.am launched his Ekocycle campaign in New York City last night.
The trendsetter attended a party to celebrate the debut product from his eco-friendly fashion and lifestyle range.
The Black Eyed Peas singer announced he would be launching a worldwide initiative to encourage recycling earlier this year.
will plans to do this by creating aspirational clothes and lifestyle products made from recycled goods.
Last night the first glimpses of will's products were unveiled.
The debut item to be released is the eco-friendly Beats By Dre headphones.
It had previously been announced that the pop star's passion project would be assisted by The Coca-Cola Company.
The branded backer hosted the launch for the headphones in New York last night.
In his quest to make recycling fashionable, will has also signed accessories partnerships with some big name fashion brands.
Levi's, New Era and MCM have all signed up for Ekocycle, with more expected to follow.
will has previously explained his desire to make recycling "cool" to appeal to younger generations.
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