Our Noble Cause

happy ocean. happy planet. happy people.

Over 300 million tons of plastic is produced globally each year. More than 8 million tons make it into our oceans.

We're on track to have more plastic than fish in the ocean by 2050. The textile industry has never been known to be on the forefront of this problem—but we're here to start changing that.

Norm And Noble: normal clothing with a noble cause.

We're a unisex and conscious apparel brand from London, Ontario, devoted to cleaning and protecting our precious oceans and coastline.

All of our clothing is simple by nature, and is ethically made from sustainable materials like organic cotton or polyester from recycled plastics. We're constantly exploring new and innovative materials to use in our garments that we hope you'll love as much as we do.

Each item sold cleans at least 100 metres of coastline.

We're able to clean anywhere from 100–240 metres of coastline per item sold through our charity partner, Plastic Oceans Canada. Proceeds not only remove the plastic from our oceans, but also give it a new lease on life.

The waste is collected and sorted, and then is either recycled or repurposed into entirely new products. New research and technologies allow for a wider use of the harvested plastic each and every year.

Something as essential as clothing shouldn't impact our oceans. If anything, it should aim to benefit them.

Our Promise to You

We see these promises as the three pillars of what makes us, us.

friends with fish

We promise to always act on our ocean-first beliefs in everything we do.

forever sustainable

Our products will always be made with the longterm benefit of our planet in mind.

always ethical

We will only ever source materials from suppliers that ensure their workers are taken care of.

Read our Privacy Policy or Contact Us if you have any questions.

Get Involved

To learn more about our Charity Partner, visit PlasticOceans.ca