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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. Most plastics labeled with the typical triangle-logo indicating their recyclability cannot be recycled at scale.


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 SOLO cups
made in the US



 7.4+ billion Solo cups are used annually.


Our first trial successfully incorporated the red Solo cup—a material not recycled in the U.S. and not used in fabric—into a fiber that can be manufactured on industrial machinery. Our materials have been lab tested and woven and knit into fabric samples. 

We have also applied our technology to other types of plastic. Our newest materials are made from recycled ocean plastics and fishing nets. Both 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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