In alignment with UN SDG 14.1, the addition of Shinola and Veritiv marks 12 NextWave companies collaborating to divert a minimum of 25,000 tons of plastics, the equivalent to 1.2 billion single-use plastic water bottles, from entering the ocean by the end of the year 2025.
Shinola, the Detroit-based brand operating at the intersection of design and function with enduring hand-crafted products, marks the second luxury goods retailer to join the NextWave consortium. In 2021, Shinola debuted its Detrola Sea Creatures Collection on World Oceans Day. As the brand’s first foray into recycled goods, each Sea Creatures watch features a case and strap crafted from #tide ocean material® granules and yarn, made from 100% ocean-bound plastic waste.
“We are thrilled to join NextWave Plastics and a collective of brands paving the way for new sustainable practices through the use of ocean-bound plastic. NextWave and its diverse global network of partners is at the forefront of merging product innovation, commerce and sustainability,” said Brandon Little, Vice President of Product Design at Shinola. “Shinola is dedicated to not only leading in the evolution of transformative waste into qualitative products but also in corporate responsibility. With the help of NextWave and its partners we hope to set the benchmark for luxury consumer products in the modern world.”