On is investing in its circularity initiatives with the evolution of its Cyclon program.

First launched in 2022 as a subscription-based service for sportswear that was designed to be recycled, the brand’s Cyclon program brand is incentivizing the return of pre-loved On products and enabling the purchase of refurbished gear — with the goal of extending the life of its products.

Begum Kurkcu, senior director of global sustainability at On, told FN in an interview that the evolution of the Cyclon program is a “direct result of learnings” from the brand’s global community.

“We know that creating a circular system requires more than a single solution, so since 2022, we’ve been testing different models to understand what works best,” Kurkcu said. “For instance, in the U.S., we launched Onward to explore trade-in and resale, while in China, our CarryOn initiative explores repairs for warranty. And globally, the Cyclon subscription program tested a new model of ownership. By running these diverse programs simultaneously, we gained insights into regional infrastructure, operational complexities, and—most importantly—real-world customer behaviors.”

Tobias Breme, global head of Cyclon, added that On’s consumers “increasingly want access to more sustainable options.”

“Our new Cyclon program helps them do just that, through a simple process with clear incentives,” Breme told FN. “On takes care of all the behind-the-scenes work to resell, donate or recycle returned goods, so our customers know we are taking responsibility for each product after its first life through a new circular services platform.”

As part of this evolution, the original subscription service will now be discontinued, making way for a brand-wide resale-donation-recycling ecosystem. The full line of Cyclon collection products, all designed to be recycled, will be offered for direct purchase starting in June without a subscription.

On noted that it will continue to collect returned Cyclon collection products for recycling and will use the recycled material in new shoe parts or other products in other industries.

As for how it works, items in excellent condition are prepared for resale through the evolved program. Pieces that are not fit for resale will be donated via partner organizations. If donation is not possible, the products will be recycled.

Breme noted that its team will “closely inspect and grade” the condition of each product it received based on visual wear and functional integrity. The executive added that there are three resale tiers: “Excellent” for items that are like-new, “Very Good” for those with minor signs of wear, and “Good” for products that show a bit more wear but are fully functional and have a lot of life remaining.

“The resale list price is directly tied to the condition of the item,” Breme added. “A customer will receive maximum credit if their trade-in can be resold, regardless of condition. If a product is too worn to be resold, we will donate or recycle the item, and the customer will receive a $5 credit as a thank you for helping keep our products moving.”

Credits for resold merchandise includes $30 for adult shoes, $20 for kids shoes, $30 for accessories, puffers and parkas for $55, among others.

On’s new Cyclon Resale launches today in Switzerland, the United Kingdom, and the United States, with intent to expand in additional countries and regions. Those interested in starting a trade-in or to shop pre-loved and refurbished gear should visit Cyclon.On.com.