Will.i.am, the Black Eyed Peas member and occasional movie star, has a pretty good handle on being cool. And Coca-Cola Co. is betting he can transfer his hipness into a new line of recycled gear.
The green-goods industry has been growing in recent years but is still struggling with a perception among many mainstream consumers that recycled products are drab-looking and overpriced.
The will.i.am partnership aims to sex up that image with the Ekocycle line, which will attempt to make green living “aspirational yet attainable” with partners such as Dr. Dre and New Era and products such as $349 headphones and $32 hats.
Items will be partially made from recycled plastic bottles, aluminum cans and other reusable materials.
“By making products that contain recycled materials more attractive to both businesses and consumers, everyone can do their part to keep the cycle going to turn discarded waste into cool, new items,” said will.i.am in a statement.
The headphones, from the Beats line created by Dr. Dre and music producer Jimmy Iovine, is to hit stores this fall. The hats are to go on sale early next year.
Other celebrities have launched their own eco-friendly product lines. This summer, reality television alum Lauren Conrad began selling her XO(eco) collection, featuring totes and fashion accessories made from Repreve, a fabric made from recycled bottles.