Swiss company On is looking to incentivise people into buying its environmentally friendly shoes beyond just giving them the warm glow of doing good. In fall 2021, the brand is launching a £25 monthly subscription that allows people to trade in their Cyclon running shoes for a new pair as many times as they want. As part of a circular model, the used shoes will be recycled and reused to make new Cyclons. This means avid runners and sneakerheads will be able to have a fresh pair as soon as theirs get worn out. The brand is working to shift consumer mindset around shoe ownership and challenge the idea that shoes are a collector’s item. “It’s about owning an experience,” says Nils Altrogge, head of On’s innovation team.

From established retailers like Selfridges to tech-powered fashion start-ups such as Higher Studio, fashion brands are leaning into sustainability to meet consumer expectations. However, despite widespread support for sustainable fashion, following through on it can be tricky if the schemes available aren’t convenient for consumers. Adidas, for example, struggled to get shoppers to engage with its Futurecraft.Loop recyclable sneakers because many didn’t send them back quickly enough. Indeed, although helping the environment is a reward in itself, offering shoppers a more immediate and tangible incentive could help to nudge them further. On’s subscription service does just that not only by creating a monetary incentive but also by relieving sneakerheads of the need to clean their used pairs.

For £25 a month, people can trade in their Cyclon shoes for a new pair as many times as they want@on_running | Instagram (2020)

Ope Oduwole is a junior behavioral analyst at Canvas8. He has a BA from the University of Nottingham and leans on the inquisitive nature of his studies. With an avid interest in all things creative, if he’s not at a concert or poetry reading, he’s buried inside a book with a cup of green tea.