What's Happening?
On, a sportswear brand, is expanding its Cyclon program to include a resale initiative aimed at promoting circularity. Initially launched in 2022 as a subscription-based service, the Cyclon program encouraged recycling of sportswear. The evolved program now
incentivizes customers to return used On products for resale, donation, or recycling. Begum Kurkcu, On's senior director of global sustainability, highlighted the program's development as a response to customer demand for sustainable options. The initiative includes a grading system for returned items, with resale prices reflecting the condition of the products. The program is launching in Switzerland, the UK, and the US, with plans for further expansion.
Why It's Important?
On's circularity initiative represents a significant step towards sustainable fashion, addressing growing consumer demand for environmentally friendly practices. By facilitating the resale and recycling of products, On is reducing waste and extending the lifecycle of its products, which can lead to a reduction in environmental impact. This approach not only enhances On's brand image as a leader in sustainability but also sets a benchmark for other companies in the industry. The program's success could encourage more brands to adopt similar practices, potentially leading to a broader shift towards circular economies in the fashion sector.
What's Next?
As On rolls out its expanded Cyclon program, the company will likely focus on refining its processes for grading and reselling products. The success of this initiative will depend on consumer participation and the effectiveness of the resale platform. On may also explore partnerships with other organizations to enhance its recycling and donation efforts. The program's expansion to additional markets will be crucial in assessing its scalability and impact. Continued consumer education and engagement will be key to driving participation and achieving the program's sustainability goals.
