MUMBAI: Black Eyed Peas rapper Will.I.Am has launched the ‘Ekocycle’ headphones by Beats made from reusable material in association with Coca-Cola.

The Ekocycle line will also include hats and will be available from early next year. The first Ekocycle ad, with a voiceover and song by Will.I.Am will air during the Olympics. The range will also be promoted through extensive marketing and online campaigns.

Will.I.Am said, “If you think about recycled products now, none of them are cool. You have to bring some art and fashion sensibility into this technology that turns a bottle into something cool.”

All Ekocycle products will be marked with a logo that tells people how many recycled bottles or cans went into the product. The Beats headphones, for example contain about three plastic bottles. The headphones are said to be priced at $349 and are set to hit shelves in autumn.

MUMBAI: Black Eyed Peas rapper Will.I.Am has launched the ‘Ekocycle’ headphones by Beats made from reusable material in association with Coca-Cola.

The Ekocycle line will also include hats and will be available from early next year. The first Ekocycle ad, with a voiceover and song by Will.I.Am will air during the Olympics. The range will also be promoted through extensive marketing and online campaigns.

Will.I.Am said, “If you think about recycled products now, none of them are cool. You have to bring some art and fashion sensibility into this technology that turns a bottle into something cool.”

All Ekocycle products will be marked with a logo that tells people how many recycled bottles or cans went into the product. The Beats headphones, for example contain about three plastic bottles. The headphones are said to be priced at $349 and are set to hit shelves in autumn.