Will.i.am's purpose is ''rethinking waste''.

The Black Eyed Peas singer has created Ekocycle, a range of high-end goods and clothes made from recycled materials and believes the key to environmentally-friendly products are to make them ''aspirational''.

He said: ''Rethinking waste is why I have purpose. For me it's aspiration and inspiration.

''Green stuff has always been made ugly and not only that, it's not even sold in the stores you want to shop at.

''You have to make aspirational goods from sustainable material and sell them at aspirational stores.

''And as a business, it has to make money so other companies go, 'Hey we wanna make money too.' With Ekocycle, there are options.''

The 'Boom Boom Pow' singer has always been interested in the environment, but it took seeing the aftermath of a Black Eyed Peas show for him to realise just how big a problem waste was.

He told Britain's HELLO! magazine: ''I've always cared but the key moment came after a Black Eyed Peas show in 2009.

''I saw the aftermath of waste left behind by our fans and it was that moment I realised my role in the creation of waste.''