Lava Rubber

What Lava Rubber does

Lava Rubber is a privately held, family-run manufacturer founded in 2011 in Highlands, New Jersey, that upcycles non-biodegradable neoprene — primarily discarded wetsuits plus other rubber and flexible scrap such as gaskets, weather stripping, juice pouches, and yoga pants — into branded consumer goods. Its core technology is a proprietary shredding-and-pressing process that produces a durable, high-performance upcycled neoprene blend used across an 80+ SKU catalog spanning surf mats and tail mats, yoga mats and accessories, collaboration slippers (with Island Slipper Co.), apparel (hats, t-shirts), housewares (coasters, trivets, soap dishes, spoon rests), and pet products (dog bones, food mats). Production runs out of a factory in Eatontown, New Jersey, with the Eatontown site alone recycling over a ton of internal scrap material per month.

The business operates a direct-to-consumer model through a Shopify e-commerce storefront at lavarubber.com, supplemented by in-store pickup at the Eatontown headquarters and a reseller relationship with Island Slipper Co. in Pearl City, Hawaii. Pricing is unit-based across product tiers ranging from $4 soap dishes and $5 coasters up to $128 yoga mat-and-strap bundles and $99 slippers, with no subscription or recurring revenue. Customer acquisition leans on community and referral mechanics: customers can donate used neoprene gear in exchange for purchase discounts, and any Lava Rubber item can be returned for recycling under a take-back program. Revenue is undisclosed; the company serves surfers, yoga practitioners, environmentally conscious consumers, pet owners, and home goods buyers across primary segments in the United States with global e-commerce shipping enabled.

Name

Lava Rubber

Legal name

Lava Rubber

Website

https://lavarubber.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Lava Rubber is a family-run New Jersey manufacturer founded in 2011 that upcycles discarded wetsuits and other neoprene scrap into a broad catalog of branded consumer goods — surf and yoga mats, slippers, housewares, apparel, and pet products — sold direct-to-consumer via Shopify and through brand partnerships.

Ownership category

akta.pro rank

Product category

Upcycled Rubber Consumer Goods

NAICS

All Other Rubber Product Manufacturing (326299), Other Rubber Product Manufacturing (32629), Rubber Product Manufacturing (3262), Urethane and Other Foam Product (except Polystyrene) Manufacturing (32615)

SIC

Fabricated Rubber Products, Nec (3060), Rubber & Plastics Footwear (3021)

akta.pro primary industry

Rubber Recycling (Crumb Rubber, Devulcanization) (IMANAMAE)

akta.pro secondary industries

Industrial Matting, Flooring & Safety Rubber Products (IMANALAI), Molded & Extruded Industrial Rubber Parts (Custom Components) (IMANALAG)

Keywords

• Neoprene upcycling
• Recycled rubber products
• Sustainable consumer goods
• Wetsuit recycling
• Eco-friendly home goods

Headquarters

HQ city

Allenhurst

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales: One-time product sales through their e-commerce storefront. Products include surf mats, yoga mats, changing mats, ponchos, coasters, trivets, pet products, hats, and slippers. No subscription or recurring revenue model.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Lava Rubber upcycles discarded neoprene wetsuits and other scrap rubber materials by shredding and pressing them into durable consumer goods. The company produces and sells mats (surf changing mats, tail mats, yoga mats), ponchos, slippers (in partnership with Island Slipper Co.), apparel (hats, t-shirts), home goods (coasters, trivets, soap dishes, spoon rests), and pet products (dog bones, food mats). All products are manufactured in the USA at the company's New Jersey facility.

Product overview

Lava Rubber is a family-run company founded in 2011 in Highlands, New Jersey, specializing in upcycling non-biodegradable neoprene materials (primarily wetsuits) into high-performance consumer goods. The company operates as a single unified product line rather than a platform-plus-modules architecture. Their core product offerings include outdoor/surf essentials (Changing Mats, Ponchos, Tail Mats, XL Tail Mats), yoga accessories (Yoga Mats, Straps, Support Cushions), footwear (Island Slipper collaboration), apparel (Hats, T-shirts), housewares (Coasters, Trivets, Soap Dishes, Spoon Rests in various patterns), and pet products (Bones, Runners). All products are proudly made in New Jersey and Hawaii, USA. The company also accepts donations of used neoprene gear and offers a product take-back program for recycling.

Differentiator

Problem solved

Functional benefit

Products and services

• Changing Mat Upcycled changing mat (25" x 34" x 6mm) made in USA from salvaged wetsuit scraps, designed to protect wetsuits from pavement damage during beachside and outdoor changing.
• Changing Mat & Poncho Pack Bundle combining the upcycled changing mat with a mystery poncho, offering protection and warmth for outdoor changing. Priced at $100.
• Mystery Poncho Upcycled poncho made from salvaged wetsuit scraps, available in S/M and L/XL sizes for outdoor changing and warmth. Priced at $40.
• Tail Mat Compact upcycled mat (7" x 11" x 6mm) designed to protect surfboard tails and other valuables, available in multiple patterns including Checkered, Bolt, Glyph, Squiggle, Tiger Stripe, Wig Wag, 80s, Dope Rope, and blank variants. Priced at $15.
• Dope Rope XL Tail Mat Larger upcycled mat (11" x 24" x 6mm) for surfboard tails and valuables, made from upcycled wetsuits. Priced at $30.
• Yoga Mat Upcycled yoga mat (74" x 24" x 5mm) made from recycled neoprene, engineered for durability, grip, and resilience, supporting training and promoting joint health. Priced at $98.
• Yoga Mat & Strap Pack Bundle combining the upcycled yoga mat with a transport strap for easy carrying. Priced at $128.
• Island Slipper x Lava Rubber Unisex collaboration slippers made from upcycled neoprene scraps, built in Oahu, Hawaii. Each pair saves 1 pound of scrap from entering a landfill. Sized 5-14, priced at $99 per pair.
• Classic Logo Hat OSFA Classic Black nylon beach hat with embroidered off-white Lava Rubber Logo, rope detail and unstructured fit.
• Neon Logo Hat OSFA Classic Neon Green and Pink nylon beach hat with embroidered off-white Lava Rubber Logo.
• Upcycled Red Logo Hat OSFA Red nylon beach hat with embroidered Golden Yellow Upcycled Logo.
• Upcycled Sand Logo Hat OSFA Sand nylon beach hat with embroidered Green Upcycled Logo.
• Lava T Natural Natural-colored t-shirt apparel item. Priced at $35.
• Lava T Dark Dark-colored t-shirt apparel item.
• Coaster Set Set of 4 upcycled coasters (5" diameter x 6mm) made from recycled neoprene and other scrap materials, available in assorted design patterns (White Marble, Sidewalk/Houndstooth, Slate, Thatch, Tropical Vibe, Fleur Decor, Camo, Mountain, Doily, Calcareous Soil, Cactus, Sarape, Espresso Yourself, Pot Head, Better Latte Than Never).
• Patterned Coasters Individual upcycled coasters (4" x 6mm) made from recycled wetsuits, available in over 15 design patterns including White Marble, Houndstooth, Slate, Thatch, Tropical Vibe, Fleur Decor, Camo, Mountain, Doily, Calcareous Soil, Cactus, Sarape, Espresso Yourself, Pot Head, and Better Latte Than Never. Priced at $5 each.
• 8" Trivet Upcycled trivet (8" x 6mm) made from recycled neoprene for kitchen use. Priced at $10.
• 12" Trivet Upcycled trivet (12" x 6mm) made from recycled neoprene for kitchen use. Priced at $17.
• Soap Dish Upcycled soap dish (3" x 5") with drain holes, made from recycled neoprene. Priced at $4.
• Spoon Rest Upcycled spoon rest (4" x 10") made from recycled neoprene for kitchen use. Priced at $8.
• Patterned Dog Bones Upcycled dog bone toys made from recycled neoprene, available in multiple designs including White Marble, Sidewalk/Houndstooth, Slate, Thatch, Tropical Vibe, Fleur Decor, Paw, Camo, Mountain, Sarape, Cactus, and Calcareous Soil. Starting at $15.
• Pet Runners Upcycled pet food mats and runners made from recycled neoprene, available in multiple design patterns.
• Court Targets Upcycled court/pickleball target accessory made from recycled neoprene.
• Lava Retro Fish Upcycled novelty item with retro fish design made from recycled neoprene.
• Lava Cat Upcycled cat-themed novelty product made from recycled neoprene.

Quantifiable outcome

• Over 1 ton of internal scrap material recycled every month
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and flagship.

• DiveheartcoreStrategic or Co-development PartnerFirst and longest-standing supporter of Lava Rubber. Diveheart has donated thousands of pounds of neoprene material since day one, enabling Lava Rubber to turn waste into useful products. They have been instrumental in the company's founding and growth.
• Island Slipper Co.flagshipStrategic or Co-development PartnerCollaboration on the Island Slipper x Lava Rubber product line. Island Slipper Co. is the last U.S. slipper manufacturer, operating in Pearl City, Hawaii. The partnership began in 2018 at Surf Expo and is now in its second phase. Lava Rubber commits to sending all manufacturing scraps from Hawaii back to New Jersey for recycling.
• VisslacoreGTM or Marketing PartnerForward-thinking surf brand partnership helping keep valuable neoprene out of landfills and giving it new life through Lava Rubber products.
• MatusecoreGTM or Marketing PartnerBrand partnership supporting sustainable neoprene recycling and circular economy initiatives in the surf industry.
• OuterknowncoreGTM or Marketing PartnerBrand partnership helping divert neoprene and other usable scrap from landfills while creating high-quality sustainable products.
• Kane FootwearcoreGTM or Marketing PartnerBrand partnership contributing to keeping neoprene out of landfills and giving it new life through collaborative products.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Outerknown: Outerknown is a sustainable apparel brand founded by surf legend Kelly Slater that partners with Lava Rubber on neoprene recycling. It is a broader incumbent in the surf-adjacent sustainable lifestyle category, with overlapping customers and a similar circular-economy mission.
• Patagonia: Patagonia is the benchmark sustainable outdoor and surf-adjacent brand, operating Worn Wear (a take-back/repair program) and using recycled materials across its product lines. It is comparable to Lava Rubber as a mission-driven, take-back-oriented brand serving eco-conscious outdoor and surf consumers.
• Vissla: Vissla is a surf-inspired apparel and wetsuit brand that partners with Lava Rubber to keep neoprene out of landfills. It shares Lava Rubber's surf-customer base and circular-economy messaging, while operating a far broader apparel and accessories catalog.
• Matuse: Matuse is a sustainable surf apparel and wetsuit brand that uses limestone-based neoprene and partners with Lava Rubber for circular-economy initiatives. It is a peer because it shares the surf-customer base and sustainability positioning, while operating a much broader apparel/wetsuit portfolio.
• REPREVE (Unifi): REPREVE, a Unifi brand, is one of the largest recyclers of plastic bottles into performance fibers used in apparel, footwear, and home goods. It is a broader incumbent in the recycled-materials consumer-products space, with a similar upcycled-input-to-finished-good model but at much greater scale.

Direct peers

• Bureo: Bureo upcycles ocean plastics (primarily fishing nets) into consumer products like sunglasses, skateboards, and NetPlus material used by major apparel brands. Like Lava Rubber, Bureo is a circular-economy consumer brand that turns hard-to-recycle materials into high-design, story-driven products.
• Manduka: Manduka is a leading yoga-equipment brand best known for its high-performance yoga mats, some made from natural or recycled rubber. It is a direct peer to Lava Rubber in the yoga-mat category and shares a focus on durable, eco-conscious mats for committed yoga practitioners.
• Liforme: Liforme makes premium, eco-conscious yoga mats and accessories (with natural rubber and recycled materials) marketed to sustainability-minded yogis. It is a direct peer to Lava Rubber's yoga line, competing for the same eco-conscious yoga practitioner.
• Yulex Corporation: Yulex produces natural, plant-based guayule rubber as an alternative to petroleum-based neoprene for wetsuits, gloves, and other rubber products. It is directly comparable to Lava Rubber as an alternative-material rubber company serving surf, wellness, and apparel customers.

Others

• Surfrider Foundation: Surfrider Foundation is a nonprofit focused on beach and ocean conservation, including advocacy on neoprene waste. It is comparable as a stakeholder in the same neoprene-recycling and surf-sustainability narrative, but operates as an advocacy organization rather than a product company.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/LavaRubber
• Xx.com/LAVARUBBER
• Facebookfacebook.com/lavarubber
• LinkedInlinkedin.com/company/lava-rubber

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lava Rubber