What's Happening?
On, a sportswear brand, is enhancing its circularity efforts through the evolution of its Cyclon program. Initially launched in 2022 as a subscription service for recyclable sportswear, the program now incentivizes the return of used products for resale,
donation, or recycling. The initiative aims to extend the life of On products and reduce environmental impact. The brand has tested various models globally to understand regional differences and customer behaviors. The updated program will discontinue the subscription model, offering products for direct purchase and continuing to recycle returned items for new uses.
Why It's Important?
On's expanded circularity program reflects a growing trend in the fashion and footwear industry towards sustainability and environmental responsibility. By promoting the resale and recycling of products, On addresses consumer demand for sustainable options and reduces waste. This initiative could influence other brands to adopt similar practices, contributing to a more sustainable industry. The program also highlights the importance of consumer participation in sustainability efforts, as customers are encouraged to return products for recycling and receive incentives for doing so.
