The rapper launched a green-friendly company called Ekocycle in partnership with the Coca-Cola group in 2012, and he has now secured an innovative new contract with the W Hotels chain, which boasts branches across the globe.'s company is to provide the chain with sheets which are each made from 31 recycled bottles and last twice as long as a standard product.

The star tells the New York Daily News, "The stuff you are normally used to being recycled is butt-a** ugly. But when you hop in these beds and go under these sheets, you're not going to know the difference... If we all made money (in a sustainable way), it wouldn't be called green, it would just be called 'How we're making money'. What if that was the only way to make a living? It would be a f**king crime to do anything any other way."