Black Eyed Peas singer will.i.am and The Coca-Cola Co. showcased the Ekocycle Partner launch at Sir Stage 37. The focus was on recycling materials such as plastic bottles into everyday products.

Famed artist Buff Monster also displayed his artwork at the event.

Ekocycle announced that Case-Mate, Levi’s, MCM and RVCA have become brand partners, joining anchor brands New Era and Beats by Dr. Dre.

will.i.am Showcases Ekocycle’s Brand Partners

will.i.am was joined by Bea Perez, Coca-Cola’s Vice President and Chief Sustainability Officer, Krysten Ritter, Nico Tortorella, Katie Lee Joel, Carrie Keagan, Anthony Carrino, Finise Avery, Genevieve Gorder, Stephen Fanuka and Adepero Oduye.

The Black Eyed Peas singer and Perez modeled Ekocycle’s Levi jeans, made with 29 percent post-consumer recycled content. That amounts to eight recycled assorted plastic bottles on average.

“Waste is only waste if we waste it,” said will.i.am. “We need to value the things we consume and become a more sustainable society that is moving towards a world with zero waste.

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

In fact, the event included recycled materials wherever possible. The green carpet sod will be donated to Materials for the Arts. Caters used eco-friendly business practices such as recycling oil, composting and the sourcing ingredients locally.

In lieu of gift bags at the event, a donation was made to Keep New York City beautiful–the funds will provide recycling bins for local parks.

In order to ensure the event has zero net greenhouse gas emissions, will.i.am and Coke worked with The CarbonNeutral Co. to offset the emissions produced from the event.

The event was certified CarbonNeutral® in accordance with The CarbonNeutral Protocol and will utilize carbon credits from a Brazilian project which uses agricultural waste to generate energy.