Absolutely Fabulous star, Joanna Lumley, met R&B artist and eco designer Will.i.am in his home in Los Angeles to talk recycling and “making more with what we have”.
Joanna Lumley is most famous for her role as chain-smoking Patsy in the BBC sitcom Absolutely Fabulous; Will.i.am is most famous for his music, being a former member of the Black Eyed Peas and appearing as a judge on the US version of The Voice. What you may not know is that they share one thing in common – recycling.
The US artist, and mentor on The Voice, 39, will open up to Lumley in a new BBC documentary airing Friday 10.35pm on BBC One, about his partnership with The Coca Cola Company to launch Ekocycle, a new venture that promotes recycling and turns waste plastics into clothes for Will.i.am’s own fashion line and other items such as headphones.
Joanna Lumley – “This is one of the most extraordinary sidelines for someone who is a rock idol”
Marks & Spencer joined forces with Lumley recently to launch Shwopping, a nationwide sustainable fashion and clothes recycling initiative that aims to promote a “buy one, give one” culture on the UK high street and stop one billion garments being thrown into UK landfill each year.
Part of the documentary will show Will.i.am take Lumley to a factory to see how the waste plastic water bottles are turned into cotton for thread to make jackets and trousers.
Lumley, 67, tells him: “This is one of the most extraordinary sidelines for someone who is a rock idol.” And Will.i.am admits that it’s been an uphill battle to turn waste into “aspirational fabrics.”
Ekocycle is an innovative recycling collaboration of global music artist Will.i.am and The Coca-Cola Company, created to educate consumers about everyday recycling choices and empower their purchasing decisions as part of a social change movement.
The movement repurposes items such as plastic bottles into the making of fashion-forward lifestyle products through the help of today’s biggest trendsetters and brands.
Ekocycle is currently partnered with a host of international brands working on everyday products using recycled materials, including adidas, Beats by Dr Dre, Levi’s, New Era, RVCA and H Brothers.
Ekocycle teamed with Global Citizen – an online platform that tracks and rewards activist action through a point-scoring system, which are then as a currency to bid on live entertainment experiences like tickets to concerts and a host of other entertainment events – to launch #ADayWithoutWaste campaign.
The recycling awareness campaign takes place on April 9 and aims to inspire and educate people to understand how individual actions can amount to change.
People can register at ADayWithoutWaste.org and take the one-day pledge, committing to make a positive social change in the world.
Will.i.am – “Inviting every citizen to support sustainability is powerful and #ADayWithoutWaste will encourage everyone to take a closer look at how lifestyle choices can help achieve the mission of a world with zero waste”
“We’re asking everyone to take a step back and look at their everyday patterns of waste consumption in an effort to encourage even the smallest change that will result in environmental protection,” said Ryan Gall, co-founder of Global Citizen. “Like our organisation, Ekocycle is dedicated to creating a social sustainability movement around the world and it is our goal with the #ADayWithoutWaste campaign to bring awareness to the permanent, positive changes people can make each day.”
“Inviting every citizen to support sustainability is powerful and #ADayWithoutWaste will encourage everyone to take a closer look at how lifestyle choices can help achieve the mission of a world with zero waste,” said global musical artist and producer, Will.i.am. “Each of us has the power to make better choices every day. Ekocycle is proud to team with Global Citizen to encourage every person to make more sustainable choices, including seeking out and using products that contain recycled materials.”
To make a commitment for #ADayWithoutWaste logon to ADayWithoutWaste.org
Joanna Lumley Meets Will.i.am airs Friday March 28 10.35pm on BBC One.