Shinola, Veritiv Join NextWave Plastics to Reduce and Prevent Ocean-bound Plastics

NextWave Plastics announced Shinola and Veritiv Corporation are joining the consortium of worldwide businesses committed to scaling the use of ocean-bound plastics by developing the first global network of ocean-bound plastics supply chains.

In alignment with United Nations Sustainable Development Goal 14.1, the addition of Shinola and Veritiv marks 12 NextWave companies collaborating to divert a minimum of 25,000 Tonnes 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 and Veritiv join NextWave as the consortium recently celebrated four years since its launch. In that time, NextWave member companies have diverted 2,316 metric tons of plastic from entering the ocean and in 2021, saw a 98% increase in annual diversion over 2020.

HP Inc alone has launched more than 300 new products made with ocean-bound plastic since 2017, and NextWave member companies continue to permanently lock up this material with the introduction of new products. The group’s commitment to establishing ocean-bound plastics as a commodity has led to NextWave’s recognition in three respected sustainability accolades this year: Business Intelligence Group Sustainability Awards, Reuters Responsible Business Awards and United Nations SDG Action Awards.

Shinola, the Detroit-born 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.

Veritiv joins NextWave after years of work with founding member Dell Technologies on sustainable packaging solutions – including the IT industry’s first ocean-bound plastic packaging – contributing to Dell’s goal to use 100% recycled or renewable materials in its packaging by the year 2030. As a NextWave member, Veritiv seeks to expand their use of recycled ocean-bound plastic to additional packaging applications and offer this sustainable material option to other customers seeking alternatives to virgin plastic packaging.

The addition of Shinola and Veritiv to NextWave’s roster of member companies falls on the heels of NextWave’s launch of its Social Responsibility Framework, a guide for organizations to provide for the social responsibility of all ocean-bound plastic waste pickers. There are about 20 million waste pickers around the globe, responsible for 60% of the world’s recycling, including plastic that would otherwise end up in the ocean. The framework equips brands and organizations with the tools they need to ensure waste pickers achieve safe working conditions, inclusion and equitable pay and livelihoods.

For more information on NextWave, visit and download the NextWave Plastics 2021 annual report.

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