26 Oct '12, 12pm
Ekocycle gathers speed: #Recycling initiative @iamwill grows as @LEVIS + more join up with @CocaColaCo @Ecouterre
is about to get a lot more crowded. At a private-launch event on Wednesday night, the Black Eyed Peas musician and the beverage giant announced the addition of Levi Strauss , Case-Mate , MCM , and RVCA to their environmental campaign, which seeks to educate consumers about recycling and the role of purchasing decisions within a larger social context. The four brands will join Beats by Dr. Dre and New Era , which signed up when Ekocycle was first announced in July.