March saw the launch of MCM’s pioneering Ekocycle collaboration
with the singer will.i.am at London department store Harrods. Celebrating style and sustainability, MCM has joined the
#Regeneration with Coca-Cola and will.i.am, an initiative that "seeks to push the boundaries of innovation and
invention in the world of luxury", according to the German luxury brand.
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| MCM launches the Ekocycle project at Harrods in London |
The brainchild of the Coca-Cola Company and will.i.am,
the Ekocycle brand’s ambition is to educate and empower consumers to seek out
more sustainable lifestyle choices. The exciting new venture offers products partially made
from assorted recycled PET bottles designed to be inspirational, yet accessible.
The visionary project seeks to inspire a world where
waste becomes a resource to create graphic, eye-catching accessories. will.i.am said: “Waste is only waste if you waste it,” adding: “We’re not Generation X or
Generation Y, we’re the generation who sees opportunity where others see
waste.”
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| will.i.am wears his MCM Ekocycle backpack |
Currently available at the exclusive Ekocycle shop-in-shop
at Harrods, the collection was unveiled for the first time on March 5. The MCM x Ekocycle collection will be launched worldwide
in April 2015 in Germany, France, Korea, Japan, Taiwan, Singapore, Malaysia,
Hong Kong, China and the US, including MCM’s new online shop.
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| MCM's Ekocycle collection will be launched worldwide in April |
The limited-edition collection is handcrafted in the
traditional MCM aesthetic, interlaced with the Ekocycle insignia. The backpack is an evolution of the
quintessential MCM shape, now decked in brass studs arranged in graphic arrow
motifs, available in two sizes.
The tote provides a luxurious, high-style day bag
designed to fit contemporary needs. Printed in the classic MCM Visetos pattern,
the bag aims to make a statement with distinctive graphics. The tri-colour Hip
Sac presents both utility and style in a sleek, hands-free package, while the clutch
and zip wallet reimagine everyday essentials in eye-popping colours and
gorgeous textures. The iPhone 6 Case and iPad Mini Pouch give stylish new
homes to tech gadgets.
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| Harrods' Ekocycle shop-in-shop |
MCM said: “From rubble to rucksack, the latest
collaboration raises the bar on responsible style, affirming that luxury and
innovation are cut from the same cloth. Bridging the gap between green and
glamour, the MCM x Ekocycle Collection transforms one man’s trash into a
trendsetter’s tote.”
Other brands involved in the Ekocycle project include Globe-Trotter, H Brothers and Ecoalf.
