Making efforts to be sustainable appear sexy and appealing has long been one of the hardest challenges for those trying to increase the uptake of environmentally friendly products and practices. Ekocycle, a new initiative launched by musical artist will.i.am after seeing the amount of waste left behind at a Black Eyed Peas gig, may show one way forward. Under the ethos ‘waste is only waste if we waste it’, Ekocycle is partnering with Coca Cola to create desirable objects out of recycled materials. And it’s bringing them to W hotels in North America, and soon the world.
Ekocycle’s bedding contains rPET (polyester partially made using recycled plastic), with every king size Ekocycle sheet utilises material from around 31 recycled 600ml plastic bottles. They are also introducing a recycled plastic “Mobile Charger and Accessory Valet” into the hotel’s guest rooms. It features a USB charger, jewellery and watch stand, and an alarm clock.
“I am very excited to bring the Ekocycle movement to W Hotels guests around the world,” said will.i.am. “When it comes to finding partners for the Ekocycle initiative, Coca-Cola and I want to work with those who understand our message: that being more sustainable can be stylish. The new Ekocycle sheets and chargers that will now be at W are further proof that we can transform so much of the way we live through more sustainable, recycled materials.”