Rothy’s Encourages a Plastic Reboot: Rethinking Single-Use Plastics

James Rogers, VP of Sustainability at Rothy's, emphasizes the importance of valuing single-use plastics more by advocating for higher costs and increased recycling efforts, pushing for legislative changes like the Break Free From Plastic Pollution Act. Rothy's aims to repurpose existing plastics into footwear, urging a shift away from virgin plastics to reduce landfill waste and improve recycling rates, highlighted by disheartening statistics from Beyond Plastics regarding low plastic recycling rates compared to paper.

Aarav Patel April 24, 2024 2 min read

Plastic – it’s everywhere. From the packaging of our favorite snacks to the straws we use for our drinks, it’s a material that has become all too common in our daily lives. But what if we started valuing plastic differently? What if we treated it as a precious resource rather than a disposable commodity? That’s the message James Rogers, VP of Sustainability at Rothy’s, is trying to drive home.

Rothy’s, a company known for its innovative approach to footwear made from recycled plastic, is taking a stand this Earth Day. They believe that the cost of plastic should be much higher, on par with luxury items like a pair of Rothy’s shoes. By increasing the value of plastic, they hope to change the way we perceive and use this ubiquitous material.

Last year, Rothy’s was instrumental in advocating for a better Bottle Bill in New York. They successfully lobbied for an increase in the refund for every plastic bottle recovered, from 5 cents to 10 cents. This small change can have a big impact, encouraging more people to recycle and reducing the amount of plastic that ends up in landfills.

But Rothy’s is not stopping there. This Earth Day, they are calling for an end to the production of single-use plastics altogether. Instead of creating more plastic, they want to focus on using the plastic that already exists. To support this vision, they are backing the Break Free From Plastic Pollution Act, a piece of legislation that aims to phase out certain single-use plastics and ban non-recyclable plastics.

Despite the importance of plastic in certain industries, Rogers believes that much of the single-use plastic we encounter in our daily lives is unnecessary. “We don’t need to make more plastics in the world,” he says. “We want to increase the recycling rate and decrease the amount of virgin plastic. Truthfully, our competition right now is landfills.”

The statistics on plastic recycling are grim. According to a report by the Vermont-based advocacy group Beyond Plastics, only 5 to 6% of plastics were recycled in 2021. In contrast, paper recycling has seen more success. This stark contrast highlights the urgent need to rethink our relationship with plastic and find sustainable alternatives.

As Rothy’s launches their Earth Day campaign, they are hoping to spark a shift in consumer behavior. By raising awareness about the true cost of single-use plastics and advocating for legislative changes, they are paving the way for a more sustainable future. It’s time to reimagine plastic not as a disposable material, but as a valuable resource that deserves our respect and protection.