For Spring Summer 2015, MCM pushes the stylish limits of more sustainable chic in a brave new collaboration with EKOCYCLE™, the forward-thinking lifestyle brand developed by will.i.am and The Coca-Cola Company. Sharing a mutual drive for innovation and invention with the German luxury accessories purveyor, we created a vision for graphic, eye-catching accessories crafted under production standards with a focus on sustainability. The EKOCYCLE™ initiative is a platform that captures The Coca-Cola Company’s and will.i.am’s vision of a world where waste becomes a resource to create new things.
The EKOCYCLE™ initiative partners with lifestyle brands like MCM, to promote a more sustainable lifestyle through aspirational, yet attainable products made in part from recycled materials. The result is a series of luxurious, beautifully crafted backpacks, clutches, totes, small leather goods and tech accessories in iconic Ekocycle patterns of red, black, and white. Each product carries a content claim in form of a label with the equivalent number of assorted recycled containers. Made of recycled canvas material, each bag is made of at least 4 and up to 27 rPET containers depending on size. Inspired by luxury street aesthetics MCM initiated new production techniques for this special collection – luxurious details were directly printed in a two face design.
Designed for modern life on the go, the Backpack is an evolution of a quintessential MCM shape, now decked in brass studs arranged in graphic arrow motifs. Two unique sizes offer the perfect companion for any adventure. The Tote provides a luxurious, high-style day bag designed to fit contemporary needs. Printed in classic MCM Visetos pattern, the bag makes a statement with bold graphics. The tri-color 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 colors and gorgeous texture.
Together these pieces raise the bar on responsible style, proving that luxury and innovation are not mutually exclusive. They represent a dynamic rethinking of more sustainable fashion as we know it.
The collection was unveiled at Harrods on March 5th 2015. The collection is currently exclusively available at the Ekocycle™ shop-in-shop at Harrods, Third Floor and will be launched globally on April 1st 2015 with selling points in Germany, France, Korea, Japan, Taiwan, Singapore, Malaysia, Hong Kong, China and the US, including online shop.