The Shoe That Runs Circles Around Sustainability
The On® Cloudrise Cyclon Undyed reimagines what performance footwear can be by building sustainability into every stage of its lifecycle. Unlike the traditional linear approach of “make, use, discard”, this shoe is crafted for recyclability from the outset.
Over 90% of its components can be reused to create new pairs, thanks to renewable, plant-based materials. By choosing bio-based polymers over fossil-fuel plastics, On reduces dependency on virgin resources and ensures each pair can be remanufactured or reused, supporting low-impact, eco-friendly footwear production.
The Cloudrise Cyclon also avoids the environmental toll of dyeing, arriving in its natural state. Textile dyeing is one of the most water-intensive and chemically harmful aspects of apparel production, and by removing it entirely, On cuts both water use and chemical impact. It is a simple choice that magnifies the sustainability gains already embedded in the shoe’s material design.
This is a powerful example of how circularity in action, proof that when brands design for the full lifecycle sustainability becomes more than a buzzword. It’s the same philosophy that inspires Avena’s work: helping brands turn circular ambitions into everyday reality.
Subscription Unlocks Circularity
Perhaps the boldest feature of the Cloudrise Cyclon is that it is not available to purchase outright. Instead, runners subscribe for a monthly fee. Once a pair has reached the end of its performance life, it is returned through a take-back programme, recycled into new shoes, and replaced with a fresh pair, creating a closed-loop system. This model keeps materials circulating, minimises landfill waste, and significantly reduces environmental impact.
This isn’t just a sustainability story, it’s a business model innovation. One that other brands can learn from and adapt.
For eco-conscious runners, this approach changes the relationship they have with footwear, letting them participate in a circular service that maximises material reuse. They no longer own a product destined to wear out and be thrown away; they become part of a system designed to ensure nothing is wasted. For On, it creates a closed loop in which high-quality materials can be continually fed back into the production cycle, reducing the need for virgin inputs and ensuring long-term sustainability.
But building a better shoe is only half the story, what if the way we own it could be reinvented too?
It’s a model that doesn’t just run, it loops. And it’s one that brands across industries can learn from. For brands ready to give textiles a second life, transforming end-of-use items into new value streams, Avena is the partner that makes repurposing and remanufacturing possible, ensuring circularity continues long after the first run.
Circular Leadership in Action
The Cloudrise Cyclon is more than an innovation in design. It is a demonstration of what true circular leadership can look like. From recyclable product design and resource-efficient production to waste minimisation and a subscription-based business model, On has built a commercially viable framework that closes the loop on footwear.
Crucially, recycling isn’t treated as an afterthought. It’s integrated into every part of the process, from material selection to customer engagement. This kind of systematic thinking is what brands must adopt to meet environmental targets, respond to shifting consumer expectations, and future-proof their business.
Circularity at this level requires infrastructure, expertise, and a willingness to rethink status quo. At Avena, we help brands do exactly that.
We already work with fashion, sportswear, and textile brands to operationalise circularity, securely, sustainably, and at scale, using our SecureBrand solution. Whether you’re dealing with unsold stock, consumer returns, or end-of-life garments we provide the infrastructure and expertise to:
- Securely destroy products where necessary
- Remanufacture and repurpose materials into new value streams
- Track and report on circular performance with full transparency
Just as On has proven that circularity can be a working model, not just a marketing message, Avena helps brands across industries build the systems to support it.
If you’re ready to move beyond one-off sustainability initiatives and build a truly circular model, we’re here to help you implement it.
Interesting in learning more about our services? Speak to one of our experts today.
Looking for a quick quote for secure destruction & recycling? Get a quote today.
