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Celebrity waste fashion finally at Harrods (Phew!)

From bicycles to jackets, shoes to suitcases, these new/old items are just some of what’s being sold under Will.i.am’s new Ekocycle brand


MCM + Ekocycle

MCM + Ekocycle

Recycled. Reborn. We are the Regeneration.

Those are the words that greet web visitors to the new celeb website of Will.i.am., ultra-quirky member of The Black Eyed Peas band. The artist has teamed up with Coca-Cola and legendary UK department store Harrods to release a line of post-consumer plastic and aluminum fashion and accessories.

From bicycles to jackets, or shoes to suitcases, these new/old items are just some of what’s being sold under Will.i.am’s new brand Ekocycle, designed as a kind of wake-up call to more commonplace “green gear,” which Will says often tends to look cheesy, despite good intentions.

So, if you happen to have $2,500 to spend on a celeb-designed eco backpack, your moment has finally arrived.


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