Coke is hooking up with Revolve Clothing for a line of apparel made from recycled polyethylene terephthalate, or RPET. The line is going to be available at the swanky Fred Segal store in West Hollywood, a sure sign that they will be a little taxing on the wallet. Regardless of price, it is good to see such a large player making an effort to use recycled materials and hopefully educate folks about the possibilities for uses or recycled materials.

Coke and other beverage marketers have recently come under fire as consumers have begun to question the waste associated with plastic bottles, particularly water. In the ultimate PR move, the licensing merchandising manager from Coke is positioning plastic bottles as a resource for future use, not waste. With only a small fraction of bottles actually being recycled, this is a bit of a stretch.

Story from AdAge.

This entry was posted on Monday, October 22nd, 2007 at 3:07 am and is filed under General, Clothing, Recycling, Food. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.