On launching new subscription model for recyclable shoes | Fast Company


The Swiss running brand On will become the latest athletic company to meet the challenges of sustainable footwear—but with a notable difference: The Cyclon, its new, fully recyclable shoes, made primarily from castor beans, will be available solely via a monthly subscription. For the three Swiss founders of On, creating recycled, bio-based shoes is only a small slice of the company’s long-term sustainability vision. They also want to achieve full circularity, so that discarded clothing items are reused in their entirety to create new ones. But, as other brands have explored this vision, they’ve hit roadblocks. Adidas publicly shared that its Futurecraft.Loop pilot struggled because consumers wouldn’t send the shoes back in time for Adidas to generate the next batch and keep the circle in motion.

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