Women’s Wear Daily
04.20.2014
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fashion-scoops

Levi's, Will.i.am Celebrate Launch of Ekocycle 501's

The limited edition $128 jeans are fashioned from fabric derived from recycled plastic bottles.

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THE MAKERS SHALL INHERIT THE EARTH: For all the records he’s sold and multitudes of people entertained, will.i.am believes the ultimate accolade is to be a maker. Through the Ekocycle initiative launched with Coca-Cola, he’s helped make a plethora of things in part from recycled products, including swimwear with Rvca and bags by MCM. On Tuesday night, he celebrated the launch of Levi’s 501 jeans fashioned from fabric derived from recycled plastic bottles and food trays at the Levi’s Haus in West Hollywood, Calif. In some ways, the limited edition $128 jeans continue the recycling narrative started by the denim maker’s namesake founder, who repurposed canvas from gold miners’ tents for clothing. “We have landfills and landfills of plastic,” will.i.am said. “In my eyes, it’s new gold.”

Will.i.am’s head is spinning with new ideas for potential Ekocycle collaborations: phones, toothbrushes, a project with uber-designer Philippe Starck and, in his words, “shoes, high-end, that girls like.” He’s also planning to open a 50,000-square-foot space in Hollywood where artists can record an album, film a video, pose for photos and do interviews all under one roof. On top of that, he wants to go back to school this fall to learn how to code computer programs, fielding offers from MIT, Yale and Stanford. “That’s what tomorrow’s entertainer is,” he said. “The maker is going to surface.”

RELATED STORY: Fashion Brands Sign On to Will.i.am's Ekocycle Campaign >>

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