Drinks firm Coca-Cola and the musical artist will.i.am are teaming up to launch a new lifestyle brand called Ekocycle, which they hope will change the perception of sustainable materials and drive demand for recycled products from young consumers.

The full Ekocycle line, which will include clothing, will be available next year. The products will be made in part from recycled material such as cans and bottles - and the aim is to make them "cool" and aspirational.

"With the Ekocycle brand, I'm on a mission to educate and inspire consumers around the globe to seek out more sustainable lifestyle choices that will ultimately play a part in the movement toward a world with zero waste," says global musical artist and producer, will.i.am.

"By making products that contain recycled materials more attractive to both businesses and consumers, everyone can do their part to keep the cycle going to turn discarded waste into cool, new items."

Brands who have so far joined the collaboration include hat maker New Era, but other firms joining the initiative will be announced later this year.

"We will promote recycling in a unique way with other well-known brands to create lifestyle products that consumers worldwide desire," adds Bea Perez, vice president and chief sustainability officer, The Coca-Cola Company.

"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."

Coca-Cola has pledged a $1m financial commitment to the scheme over the next five years, and will give its portion of Ekocycle licensing profits to charity.