ATLANTA International music producer and performer will.i.am has teamed up with drinks giant Coca-Cola to launch a new brand that will produce lifestyle products ñ including clothing ñ from recycled material.

The new Ekocycle brand from Coca Cola has been developed to help educate consumers about everyday recycling choices and will identify products  such as assorted plastic bottles and aluminium cans  that can be recycled for fashionable and lifestyle products.

The Ekocycle brand initiative is a platform that aligns with our vision of zero waste and our focus on sustainability, said Bea Perez, Vice President and Chief Sustainability Officer with the The Coca-Cola Company.

Together with will.i.am, we will promote recycling in a unique way with other well-known brands to create lifestyle products that consumers worldwide desire. Today’s generation of young consumers represents an active force and the Ekocycle brand aims to be a driver in rallying their support and efforts around a global sustainability movement.

Beats, the audio equipment producer by Dr. Dre and hat manufacturer New Era have already joined the Ekocycle brand initiative, with additional collaborations set to be announced later in 2012.

Coca-Cola Company, which made a first quarter profit of US $2.05bn in 2012, is making a US$1m financial commitment to the Ekocycle initiative over the next five years. It will also donate its portion of licensing profits from the Ekocycle brand initiative to support additional recycling and community improvement organisations.

Earth911, which hosts the largest recycling directory in the US, will be providing an interactive and recycling directory for consumers at ecocycle.com