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The New Norm

Reinventing what we wear every day

We are the first to ever recycle Solo cups into wearable fabric.

We transform red Solo cups into novel recycled fiber blends—giving new purpose to plastics that are not typically accepted in our recycling system. Our fabric is a product at the cutting edge of innovation and fashion. We plan to revolutionize the fashion industry by making sustainable fabrics the new norm.

Our Mission

We aim to bridge the gap between recycling and fashion, concept and execution, by providing a unique solution to apparel companies: our fabric made from recycled Solo cups.

Our Founding Story

To learn more... 


Johns Hopkins University (JHU)
Design Team




Pilot Collection Program: 
The Red Solo Cup Project 


Recycling Ocean Plastic in our Fiber Blends

Lauren Choi

Founder & CEO

Lauren founded The New Norm when she realized that there had to be a drastic change in the way we recycle plastic. The reality is that the US does not recycle the majority of the plastic we use as a country. Her unique solution is recycling Solo cups into wearable fabric. This year, Lauren graduated from Johns Hopkins University as a Materials Science and Engineering major. 

Since its founding in 2018, Lauren has dedicated her life to the development and growth of the company. Her mission is to create a sustainable fabric that will revolutionize the fashion industry. She has led this project from idea to prototype to product within the last two years. 


Business Development:

Kaylee Zou: Brand Development

Kevin Carter: JHU Technology Ventures

Kerrie Carden: JHU Technology Ventures

Materials Engineering:

Orla Wilson: JHU Materials Science and Engineering Department

Steve Nichols: Polymer Engineer

Polymer Center of Excellence 

Textile Technology Center 

Scott Booth: Recycling consultant

Textile and Fashion Design:

April Camlin: MICA Textile Artist and Designer 

Isabel Oliva: Textile Designer

Deborah Young: FIDM LA 

Ivy Vining: FIDM LA 

Design Team at Johns Hopkins University




You can also reach out over email:

Lauren Choi