Sustainable British fashion brand, Cucumber Clothing, has announced the launch of its "loan-to-own" scheme, which aims to improve the circularity of its products and minimize waste.

The new loan-to-own scheme allows consumers to rent items from the Cucumber collection for up to two months before being offered the opportunity to purchase the item on its whole. The returned goods will be put in Cucumber's preloved area for consumers to purchase at a discounted price, in keeping with their philosophy of reducing waste.

Cucumber Clothing Co-Founders Nancy Zeffman and Eileen Willett, said that Loan-to-Own is Cucumber's next step on the journey to circularity. They aim to make sure that every item in your wardrobe becomes a "forever piece" by allowing you to try on items from their loan-to-own collection until you find the one that's right for you. They also hope that by giving ladies the opportunity to try on their products, they would fall in love with the Cucumber line and return for more.

Pieces available to loan include the brand’s shirred track trousers, strappy top with built-in bra, jumpsuit, and ribbed tie-top are all available in a variety of colors, including navy, fawn, and raspberry. Each piece is constructed with 37.5 volcanic mineral fabric, which is meant to keep you cool and fresh while remaining buttery soft to the touch.

Consumers can borrow up to two pieces on loan. All customers have to do is send the brand an email with the style, color, and size they want. The item will then be shipped out when they get an invoice for a third of the entire price.

Cucumber clothing, which was founded in 2015, provides basic, multipurpose designs that fit effortlessly into any woman's wardrobe. The clothing is manufactured ethically, locally, and sustainably. by the brand. It follows a "five-mile radius" guideline, uses minimum packaging, and focusing on British manufacturing.