The Tyre Collective

"We capture tyre wear for a cleaner environment."

Where it wins

• First mover advantage: developing the first dedicated device to capture tyre pollution using electrostatics and airflow, addressing a gap left by the shift to EVs where exhaust emissions drop but tyre wear increases due to battery weight [1].
• Dual impact: captures toxic microplastics (second-largest ocean pollutant) and air particulates while creating a closed-loop system to upcycle rubber into products like bitumen and shoe soles [1].
• Scientific authority: partners with leading researchers on characterisation and toxicology, positioning the company as a knowledge hub in an emerging field [1].

Credibility: The company's homepage details the specific mechanism (electrostatics/airflow) and the upcycling applications, while Forbes confirms the device's physical attachment to vehicles [1][2].

• Hardware-enabled data capture: Selling a device that uses electrostatics and airflow to capture charged tyre wear particles from vehicle tires [1].
• Circular economy loop: Converting captured micronised rubber into industrial and consumer products, creating a revenue stream from waste [1].
• Research-led validation: Partnering with academic and scientific experts to characterise tyre wear, building credibility and driving product refinement [1].
• Advocacy and policy influence: Using data and impact reports to advocate for cleaner mobility policies, potentially driving demand for their technology [1].

Interconnection: The hardware captures the pollution, which is then processed into products, while the research partnerships validate the environmental impact and inform policy advocacy [1].

• Traditional emission controls: Focus on exhaust emissions, ignoring tyre wear, which is becoming the leading source of vehicle pollution with EVs [1].
• Microplastic filtration: Existing solutions for water or air filtration that do not specifically target tyre wear at the source [1].
• Tyre manufacturers: Companies developing longer-lasting tyres but not addressing captured wear [1].
• Differentiators: The Tyre Collective is the first to develop a dedicated capture device and create a closed-loop upcycling system, backed by scientific research [1].

Credibility: The homepage positions the company as a first mover in tyre wear capture and upcycling [1].

• Microplastic pollution: Tyre wear is the second-largest microplastic pollutant in oceans, toxic to marine life [1].
• Air particulate pollution: Tyre wear contributes significantly to air quality issues, especially as EVs increase tyre wear due to weight [1].
• Lack of monitoring: No existing solutions to capture or monitor tyre wear pollution [1].
• Regulatory pressure: Increasing scrutiny on vehicle emissions and microplastics from environmental agencies [1].

Credibility: The homepage details these pains, and Forbes confirms the health problems from microparticles [1][2].

The shift to EVs creates a unique wedge for The Tyre Collective, as tyre wear will become the dominant vehicle pollution source. Interconnection: This makes their technology critical for future mobility regulations. The upcycling loop provides a scalable revenue stream beyond hardware, turning waste into value. The main risk is regulatory adoption speed; without policy mandates, fleet uptake may be slow. The next signal to watch is the inclusion of tyre wear in official air quality standards, which would accelerate demand.

Expand the upcycling network to include more consumer-facing products to increase brand visibility and revenue. Develop a SaaS platform for real-time tyre wear monitoring to add value for fleet operators. Pursue certifications for the upcycled materials to enhance marketability to industrial partners. Engage in more public advocacy campaigns to raise awareness and drive policy change.