New Shell began as a concept for a furniture company that transforms recycled ocean plastic into furniture that lasts. In tandem with my graduate studies at the University of Bergen, I partnered with the VIS Gründerhub program in the summer of 2019 to participate in market research, customer interviews and sustainable product development. By collaborating with researchers, environmental organizations, and manufacturers in Norway, I found opportunities for building a circular supply chain that showed great potential for using ocean plastic as a viable material for product manufacturing. By combining good design with radical sustainability, New Shell aims to develop products that keep use plastic inside the home and out of the ocean.