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GENEVA – Swiss sportswear brand On has launched a new apparel subscription service which will enable consumers to stay ahead of new releases whilst also enabling a circular economy.

Through this service, called Cyclon, users will pay £25 a month for recyclable performance apparel and footwear which, at their end-of-life they can return to On, in exchange for a product upgrade. Meanwhile, On will establish recycling infrastructure that can handle returned stock and repurpose it into new product.

“The Cyclon service is a groundbreaking new way to become more sustainable, while also ensuring the running performance is never compromised for our customers,” says On co-founder, Caspar Coppetti. “Customers who sign-up today will be the first ones to get the latest in sustainable running technology.”

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