The New Norm transforms red Solo cups and ocean plastics into novel recycled fiber blends—giving new purpose to plastics that are not typically accepted in our recycling system.

As fashion consumer demands shift, brands must prioritize their environmental impact to stay competitive in the ever-evolving industry. Although the concept of sustainability is now prevalent, sustainably made goods make up a small fraction of the products on the market. Many are critical of how slow companies are to enact tangible, large-scale change and many have been accused of “greenwashing.”

By providing apparel companies with sustainable fabric, The New Norm is solving a problem at the intersection of two industries, fashion, and recycling, that are in dire need of sustainable innovation. Our mission is to be one solution out of many promoting the transition to a more circular economy that will ensure the prosperous future of our planet.