Will.i.am wants to help the world handle its garbage.
The Black Eyed Peas frontman has partnered with Coca-Cola to promote Ekocycle -- a new brand that will create cool, fashionable and valuable "lifestyle" products from recyclable materials like plastic bottles or alumninum cans. The idea is to foster better recycling behavior and more sustainable environmental practices by consumers.
"I'm on a mission to educate and inspire consumers around the globe to seek out more sustainable lifestyle choices that will ultimately play a part in the movement toward a world with zero waste," announced the rapper/producer, adding, "Everyone can do their part to keep the cycle going to turn discarded waste into cool, new items."
One company already on board as a brand partner is Beats by Dr. Dre, which will introduce a line of eco-friendly products this fall that will be partly made from recyclable materials.
In other will.i.am news, his next solo album, #willpower, will hit stores this fall.
Copyright 2012 ABC News Radio