Will.i.am or Won't He?

Will.i.am with Escama Studio Masha bag of 100% recycled aluminum pull tabs. (PRNewsFoto/Escama Studio)

4 Feb 2011 14:40 Africa/Lagos


Will.i.am or Won't He?
'Big Game' Half Time Show Will Tell


SAN FRANCISCO, Feb. 4, 2011

SAN FRANCISCO, Feb. 4, 2011 /PRNewswire/ -- He's worn it on Oprah, on stage with Tom Cruise, at concerts from London to Brazil, at L.A. Laker games, and in US Magazine, but that's the question Escama Studio, a small cooperative design studio based in San Francisco and Brazil wants to know. Will Will.i.am of the Black Eyed Peas wear their bag made from 100% recycled pull tabs and intricate crochet when he performs at Sunday's "Big Game" Half Time Show?

(Photo: http://photos.prnewswire.com/prnh/20110204/SF42238)

Will.i.am personally owns five of these handmade bags, but it would mean so much to this small company, with no advertising budget to speak of, for Will.i.am to wear his bag in front of millions. It would validate their mission to create a line of high style, sustainable bags and accessories while improving the lives of the women who make them.

In Brazil, the studio works with more than 100 women from three different cooperatives. This gives the artisans the means to support themselves and their families. Escama Studio donates a percentage of annual sales towards computer-based educational programs, along with computers, furniture, training, and assistance opening bank accounts. Escama Studio is a member of the Fair Trade Federation and has always paid fair wages.

At first glance it's not clear what the bags are made of. Upon closer inspection it becomes clear that they are works of real ingenuity, wearable works of art. Its Leda Bag is the winner of the 2010 Independent Handbag Design Award for "Best Green Handbag".

Escama Studio bags and accessories are now sold in 15 countries and notable locations including the Museum of Modern Art in New York, the Sydney Opera House and the Royal Academy of Art, London.

Watch the "Big Game" Half Time Show for the answer…

For more information, please contact:


Colette Landi Sipperly for Escama Studio 917.767.9796 or colettesipp@comcast.net


Visit www.escamastudio.com and meet some of the fair trade artists who make each bag.



Es•ca•ma scale of a fish [Portuguese]

SOURCE Escama Studio

CONTACT: Colette Landi Sipperly, +1-917-767-9796, colettesipp@comcast.net, for Escama Studio

Web Site: http://www.escamastudio.com



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