Last night, will.i.am, The Coca-Cola Company, and brand partner executives gathered in

Last night, will.i.am, The Coca-Cola Company, and brand partner executives gathered in New York City to celebrate the EKOCYCLE Partner Launch at SIR STAGE37. The event featured a build out that included sustainable materials throughout the space to offer an inside visual look at the EKOCYCLE story and process, in addition to exclusive artwork created by famed artist Buff Monster.

It was quite cool and “green” to be met with a sod carpet as you entered the venue. The grass will be donated along with all other materials to Materials for the Arts.

The new brands to join the EKOCYCLE social movement, announced today, are Case-Mate, Levi’s, MCM, and RVCA. These brand partners join EKOCYCLE anchor brands New Era and Beats by Dr. Dre.

Through EKOCYCLE, consumers can learn about everyday recycling choices and empower their purchasing decisions as part of a social change movement.”

For more information, please visit www.facebook.com/EKOCYCLE

Pictures by Kevin Mazur of Getty Images