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Running shoe brand On launched a subscription model this month, joining the growing ranks of fashion brands looking to subscriptions as a more sustainable and reliable source of revenue in uncertain times.
The service, which launched on Sept. 15, is $30 a month. To start, subscribers get a pair of On’s Cyclon running shoes, which are made from recycled materials. Six months in, they get a new pair of Cyclons sent to them in the mail, and they send the old shoes back to be recycled into raw materials to make more. The math works out to around $180 per pair, which On co-founder Caspar Coppetti said is the price and timeline hardcore runners are used to, since high-performance running shoes should be replaced often to prevent injury. The brand’s highest end running shoes normally range from $170-$220.