will.i.am and W Hotels Climb into Bed Together for Sustainable Luxury
EKOCYCLE collaboration brings sustainability to the hotel room, making turndown service a whole lot sexier
On beds and bedside tables around the world, a new design in sustainable fashion has rolled out in collaboration between will.i.am’s EKOCYCLE and Starwood Hotels & Resorts. From April 13, guests at the W will sleep in recycled sheets and power their phones in portable chargers created in part from plastic Coca-Cola bottles. The mass initiative to promote ‘sustainable luxury’ is a part of a greater vision to repurpose waste as lifestyle products.
EKOCYCLE was born out of will.i.am’s desire to curb the amount of waste left at concerts, and has developed into an initiative for the greater good. A part of its mission is to empower young people through fashion by making brands aware of waste and their environmental impact. As a part of the EKOCYCLE program, names like Adidas and HBrothers repurpose aluminum and plastic into clothing, 3D printed backpacks — and now, bedsheets.