The Future of Eco-Friendly Apparel
Building on our previous discussions about Carbon Capture and Sequestration (CCS) and the innovative application in products, let's delve into how this technology is revolutionizing the athletic wear industry, as exemplified by On's groundbreaking CleanCloud technology. This case study illustrates both the potential and the challenges of creating sustainable consumer products from captured carbon emissions.
The Innovation Behind CleanCloud
Swiss running shoe brand On has embarked on an ambitious journey to develop a sneaker midsole made entirely from carbon emissions. This initiative, dubbed CleanCloud, represents a significant leap towards reducing climate pollution and minimizing the use of new fossil fuels in product manufacturing. However, as shared by On Cofounder Caspar Coppetti, the path to innovation has been fraught with challenges. The cost of producing each prototype reached an astounding half a million dollars, underscoring the financial and technical hurdles involved in bringing such a product to market.
Collaboration and Technology
The breakthrough came when On partnered with LanzaTech, a company specializing in converting waste gases from industrial processes into ethanol using genetically edited bacteria. This ethanol then serves as a precursor to ethylene, a key component in producing EVA (ethylene vinyl acetate) foam used in shoe midsoles. Despite the complexity of transforming ethanol into ethylene and the lack of necessary infrastructure in the existing EVA supply chain, On and its partners, including chemical manufacturer Borealis, have persevered, constructing small-scale chemical plants to produce the innovative EVA foam.
Scaling for the Future
Looking ahead, On aims to scale up manufacturing to reduce the cost of CleanCloud sneakers to a more consumer-friendly price point. The ultimate goal is to make all On products from captured carbon or other waste materials by 2028. This vision extends beyond midsoles to potentially include shoe uppers made from polyester derived from captured emissions, a process already explored by LanzaTech with partners like Zara and Lululemon.
A Model for Sustainable Consumerism
On's journey with CleanCloud technology exemplifies the commitment and innovation required to integrate sustainability into consumer products. By tackling the challenges of scaling up and creating consumer demand for such products, On sets an inspiring example for the industry. Furthermore, On's exploration of sustainable practices, including a subscription model for sneakers designed to be fully recycled, highlights the company's holistic approach to environmental responsibility.
At NIU Planet, we celebrate On's pioneering efforts and the collaboration between companies like LanzaTech and Borealis. Together, they are not just creating sustainable products but are paving the way for a future where consumer demand and innovative technology drive a significant reduction in climate pollution. This story of perseverance and innovation serves as a beacon for all of us committed to a sustainable future, reminding us that while the journey may be challenging, the impact of such innovations on our planet is profound and far-reaching.
As we eagerly anticipate the widespread release of On's CleanCloud shoes, it's worth noting that On's current lineup already embodies a commitment to sustainability. Each pair of shoes being sold today is a testament to On's dedication to eco-friendly practices, laying the groundwork for the ambitious 2028 goal. For those of us looking to support On's journey towards a fully sustainable product range, embracing their current offerings provides a tangible way to contribute. By choosing On's shoes now, we're not just investing in quality and innovation but also helping to accelerate the path to a future where all products are made from captured carbon or other waste materials. This approach allows us to be part of the solution today, as we await the arrival of the CleanCloud technology. Together, through conscious consumer choices, we can support On's vision and make a significant impact on the industry's shift towards sustainability.
