Dive Brief:
- W Hotels Worldwide announced a collaboration with entertainer will.i.am and The Coca-Cola Company to bring Ekocycle bedding to W hotel rooms around the globe. The product debuts in North America.
- Ekocycle sheets are made using rPET, polyester fibers partially comprised of recycled plastics. King size sheets are made with an average of 31 recycled beverage bottles.
- W Hotels also introduced an accessory valet that serves as an alarm clock, charging station and jewelry stand also made from recycled plastic bottles. The piece was designed by Miniwiz, an engineering firm that uses post-consumer recycled waste to create decor.
Dive Insight:
Ekocycle seeks partnerships with iconic brands to create sustainable projects. It makes sense for Coca-Cola to partner with a company that recycles beverage bottles. The mission is to make consumers aware that materials considered waste have the potential to become new products. The hotel estimates that switching from sheets made of polyester to recycled polyester will use 268,000 20 oz. plastic bottles when introduced at all of the hotel’s properties in North America.
In September, Pharrell Williams, a music producer and fashion designer, launched an apparel line that uses ocean waste- plastic retrieved from the ocean- to create clothing.
