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The Swiss sports shoe manufacturer On, here the New York flagship store, has big plans in the United States.
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The On bosses have just opened their new office in Zurich. And then they come out with the next headline: Consumers can now buy used On shoes or exchange their On shoes for a $ 35 shopping voucher.
Next is the name of the platform the Swiss sports footwear company in which tennis star Roger Federer has a stake (41). In the near future, the pre-owned range will be expanded to include clothing. Initially, the platform will only be available to American customers.
Spokesperson Vesna Stimac explains how it works: Customers can return shoes that are still in good condition but no longer needed by the company. They are cleaned, checked and then offered at a lower price via Avanti.
On shoes starting at $ 88
They are divided into the three categories “as new”, “very good” and “good”. The more used the condition of the shoes, the cheaper they must have. A quick look at the platform shows: the women’s Cloud 2 shoe is available starting at $ 65, the Cloudflyer 3 for $ 88 instead of $ 159 new.
“Shoes that do not meet the resale criteria will be donated to charitable organizations,” says spokesperson Stimac.
The sports footwear company is perfecting its sustainability performance. On’s goal is to extend the life of products and promote the circular economy in the footwear and apparel sector, according to the spokesperson.
“With Onward, On and its customers help ensure these products don’t end up in the bin. At the same time, water, energy and CO are eliminated2-Emissions that occur in the manufacture of new products, “said the spokesperson.
Skeptical circular economy expert
However, this calculation is not that simple, as explained when asked by Tobias Stucki, a circular economy expert and co-director of the Institute for Sustainable Business at the Bern University of Applied Sciences. Statements about it are difficult if you don’t know the ecological balance of shoes yourself. “It is entirely possible that the ecological balance is negative if someone takes their shoes to the post office by car,” says the expert.
However, it is important for him not to look only at the immediate ecological costs: “If we can raise awareness of sustainability in general, the reuse of shoes may be just the beginning and people will generally reconsider their lifestyle.” expert. And that could lead to much greater environmental savings in the long run. “So I find these initiatives very important, regardless of the immediate ecological balance,” says Stucki.
In the United States, only a small number of brands also sell second-hand products on their platforms. On, the Swiss flagship company, caught this trend relatively early on. It should only be a matter of time before On also helps European customers own their own brand.
“On’s goal is to make the program or similar programs available in other countries in the future,” says the spokesperson. At some point even in Switzerland. (euro / SDA)
