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The major barrier to our present-day recycling infrastructure is the staggering amount of different plastic types entering the recycling stream. Over 90% of plastics are not recycled globally.


The New Norm addresses this issue head-on; we offer a solution that makes use of plastics that are not accepted by our existing recycling infrastructure. We transform plastic into sustainable, wearable fabric. 



our signature sustainable yarn & fabric 
made from recycled party cups
made in the US



 7+ billion party cups are used annually. They are not recycled in the US.


We are the first to recycle the iconic party cup into fabric.

We have also applied our technology to other types of plastic like ocean plastics and old fishing nets. All of our materials are naturally dyed by their recycled inputs, eliminating one of the most polluting steps in the fabric manufacturing process.



our newest sustainable yarn & fabric
made from recycled ocean plastics

transparent, certified supply chain and materials

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