Would you subscribe to these shoes?

Like everything else, this concept is being tested brutally by the Covid-19 pandemic. Rent the Runway, the fashion rental service, has had to rethink its plans as fewer Americans commute to offices or attend fancy events. Joymode, which rented out thousands of products, from electronics to margarita machines, closed. Uber rides — which were suppose... See more

None of these, of course, are new concepts. But all combined, it’s a new experience, which should get Cyclon some attention, but might add some friction.

There’s a lot going on here at once: The materials, their recyclability, the impact that has on design, aesthetics, and performance, the “circular” concept, the pricing, the idea of renting shoes vs. owning them, the direct consumer relationship vs. buying from a local store, and of course, the subscription business model.

Unlike its previous shoes, the company says Cyclon is 100% recyclable, made largely with a bio-polymer derived from castor beans. Also unlike its previous shoes, you won’t be able to buy Cyclon — you can only subscribe to them as a $30 monthly service.