Cucumber Clothing launches new 'loan-to-own' scheme

Sustainable British fashion brand Cucumber Clothing has announced the launch of its "loan-to-own" scheme, designed to increase the circularity of its pieces and reduce waste.

The trailblazing scheme will offer customers the chance to rent pieces from the Cucumber collection for up to two months before they will be given the option to buy the item in full.

Sticking to their values of reducing waste, the returned items will be placed in Cucumber's preloved section for customers to purchase at a reduced cost.

Founded in 2015, Cucumber clothing creates simple, multifunctional designs that slip easily into every woman’s wardrobe. The brands' clothes are made ethically, locally and sustainably. It operates with a “five mile radius” rule, using minimal packaging and focusing on British manufacturing.

Nancy Zeffman and Eileen Willett, Co-Founders of Cucumber Clothing, said: "Loan-to-Own is Cucumber's next step on the road to circularity. We want to make sure that every piece that ends up in your wardrobe is a 'forever piece' by letting you trial our loan-to-own collection until you find the one that's perfect for you. We also believe that by allowing women to trial our pieces, they will fall in love with the Cucumber collection and will keep coming back for more."

Zeffman and Willet both recently featured on TheIndustry.fashion's In Conversation podcast, speaking about their brands journey, who handles the finances and who is the creative brain, their continuous push for further sustainability, and the impact of COVID-19.