Pop superstar will.i.am first started working on a major recycling initiative in 2009 and last night was able to officially add new members to his Ekocycle movement -- which partners with sponsors to encourage recycling behavior by creating innovative green products.
The musician joined representatives of Coca Cola in New York to celebrate the latest sponsors to the Ekocycle initiative, which will.i.am said is making great strides to make it easier for consumers to recycle. "Right now we have the technology to turn water bottles into hats, jackets, jeans and shoes," he said. "We also have the capability to turn aluminum cans into computers, phones, watches, glasses, bikes and tables."
The latest sponsors to join the initiative are high-end handbag maker MCM, apparel companies RVCA, Levi's and New Era, as well as smartphone case maker Case-Mate and Beats by Dr. Dre.
Watch the video to hear will.i.am explain how he expects the Ekocycle movement to keep growing and to find out what items he creatively recycled while growing up.