What's Happening?
On, a sportswear brand, is enhancing its Cyclon program to include a resale initiative aimed at promoting circularity. Initially launched in 2022 as a subscription-based service, the Cyclon program was designed to recycle sportswear. The new initiative incentivizes
customers to return used On products, which are then refurbished and resold. This expansion is part of On's broader strategy to extend the life of its products and reduce waste. The program is now available in Switzerland, the United Kingdom, and the United States, with plans for further international expansion. Customers can earn credits for returned items, which can be used to purchase refurbished gear. The program categorizes products into three resale tiers based on their condition: Excellent, Very Good, and Good.
Why It's Important?
The expansion of On's Cyclon program is significant as it addresses growing consumer demand for sustainable options in the fashion industry. By promoting a circular economy, On is contributing to environmental sustainability by reducing waste and encouraging the reuse of materials. This initiative not only benefits the environment but also aligns with consumer preferences for eco-friendly products. The program's success could influence other companies to adopt similar models, potentially leading to industry-wide changes in how products are manufactured, sold, and recycled. Additionally, the program offers financial incentives to consumers, making sustainable choices more accessible and appealing.
What's Next?
On plans to continue expanding the Cyclon program to additional countries and regions, further promoting its circularity goals. The company will also focus on refining its processes for inspecting and grading returned products to ensure quality in the resale market. As the program grows, On may explore partnerships with other organizations to enhance its recycling and donation efforts. The success of this initiative could lead to further innovations in product design and sustainability practices within the company and the broader sportswear industry.
