Sustainability has never been higher on the agenda of consumers seeking brands that fit their ethical and conscious lifestyles. Understanding how a product has been sourced and produced, and what happens to the material once you’re done with it, is increasingly driving purchase behaviour.
To celebrate its commitment to recycling, Nespresso has partnered with Swedish lifestyle bike brand Vélosophy to create a new edition of RE:CYCLE. The frame of the bicycle is made using around 95% recycled aluminium, including 20% recycled Nespresso capsules.
The new RE:CYCLE, which was unveiled last week at the Cannes Film Festival, represents the perfect balance of sustainability and style. Vélosophy have brought back Nespresso fans’ favourite touches, including a capsule-shaped bell and coffee cup-holder for the ultimate coffee-on-the-go experience. The new edition is California Dream Blue, inspired by Nespresso’s Summer 2023 campaign, and comes in both a standard and eBike version.
What’s more, RE:CYCLE will help Vélosophy meet its one-for-one promise: to donate a bicycle to a schoolgirl in a developing nation for every bike they sell. For every RE:CYCLE bike created by Vélosophy in partnership with Nespresso, another bike will be contributed through World Bicycle Relief.
Jerome Perez, Head of Sustainability at Nespresso, said: ‘Coffee and bicycles are an unexpected blend, but at Nespresso, we love to surprise and delight. That’s what RE:CYCLE is all about; blending sustainability and style in order to bring to life the potential of circularity. By using recycled Nespresso capsules to make this beautiful bike, our goal is to encourage people to recycle. But what I’m most proud of is Vélosophy’s one-for-one promise, which is empowering girls to succeed through providing access to transportation with a bicycle.. Vélosophy is an inspirational start-up, and I hope consumers will be inspired by this collaboration.’