The New Norm: Transforming Recycled Plastics into Sustainable Textiles
Lauren Choi, an engineering student at Johns Hopkins University, founded The New Norm, a textile startup focused on converting post-consumer recycled plastics—most notably red Solo cups—into sustainable textiles. In 2019, the company developed an extruder capable of spinning these cups into filament, with campus fraternities collecting thousands for the process.
A weaving class at a Baltimore maker space created the first fabric sample, marking the launch of The New Norm. The yarn is knit in a way that minimizes seams for comfort and durability. To help develop the yarn, which is both wearable and breathable, The New Norm collaborated with Gaston College's Textile Technology Center and the Polymers Center. Funding grants were provided by Johns Hopkins, Garnier, Reynolds Consumer Products, and Hefty.
The startup released its first collection in late 2023, utilizing 5,000 upcycled cups. Their direct-to-consumer sweaters and beanies, priced between $45 and $85, sold out within two months. Production of the yarn takes place in North Carolina and Virginia, while a Brooklyn manufacturer uses 3D printing to produce the sweatshirts and beanies. This 3D knitting approach reduces waste compared to traditional cut-and-sew methods and eliminates seams.
The New Norm maintains a lean team of 3 to 25 employees. Founder Lauren Choi relocated to Boston to pursue an MBA at MIT, focusing on scaling the business through partnerships with large brands. Current pilots are testing the yarn's strength and laundering performance.
The global market for sustainable textiles is valued at approximately $29.5 billion in 2024 and is projected to reach $71 billion by 2031. Against a backdrop of around 8 billion tons of plastic pollution and a 200-fold increase in plastic production since 1950, upcycling such waste is viewed as a crucial first step toward addressing the global plastics issue.
