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Ekocycle to vend suits under H Brothers label
Sep '13
EKOCYCLE, the innovative recycling collaboration of global music artist will.i.am and The Coca-Cola Company, is introducing a collection of men’s suits as its latest sustainable product offering, under Hallenstein Brothers’ tailored suit label, H Brothers.

Made using up to 25 assorted recycled 20-ounce PET plastic bottles [comparable to NZ 500ml], each suit in the accessibly priced, fashion –forward collection promotes environmental responsibility combined with style and comfort.

The line will also include neckties, bowties, and pocket squares, all made with post -consumer recycled content. The manufacturing process converts plastic bottles into pellets and ultimately transforms them into a fibre, which is then woven into fabric.

The suit fabric contains up to 60 percent recycled content, yet maintains the look, feel and quality for which the menswear company is known “EKOCYCLE is all about tapping into popular culture to find new ways to reduce the amount of waste we produce,” said will.i.am .

“With partners like Hallenstein Brothers leading the way, we are giving used plastic bottles new life by transforming them into stylish quality products people want. The new line of suits from Hallenstein Brothers is a perfect example of the EKOCYCLE mission in action.” The initial line of suits by EKOCYCLE and Hallenstein Brothers designed to appeal to a younger audience with an eye for distinctive, fashion forward styling includes a deconstructed conductor’s jacket and an asymmetrical tailed jacket.

“Working with EKOCYCLE has given us an opportunity to bring environmentally responsible men’s apparel to a global audience,” said Glenn Hunter, General Manager, Hallenstein Brothers. “It’s truly the best of both worlds when you can use recycled materials to help keep guys looking cool.”

The EKOCYCLE brand initiative was developed by will.i.am and The Coca-Cola Company to educate consumers about everyday recycling choices and empower their purchasing decisions as part of a social change movement. The movement repurposes items such as plastic bottles into fashion-forward lifestyle products through the help of today’s biggest trendsetters and brands.

“EKOCYCLE continues to make a positive impact on the environment globally by making what is old new again,” said Beatriz Perez, Chief Sustainability Officer, The Coca-Cola Company. “We’re promoting everyday decisions to recycle and empowering consumers to make environmentally conscious purchases.”

Hallenstein Glasson

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