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In 2012, will.i.am approached The Coca-Cola Company with a vision of making sustainable living cool. The result was EKOCYCLE, a movement dedicated to inspiring new things made in part from recycled materials. Partnering with iconic brands such as Beats By Dre, New Era, Levi’s, Adidas, MCM and RVCA, EKOCYCLE has created an ever-expanding line of fashionable products as it boldly charts a new course toward a future that is as stylish as it is sustainable.