They always have their ideal customer in mind, this incredibly busy woman who craves her emotional space, where she can feel refreshed and recharged. “we want to make her life simpler, more comfortable and give her back that bit of time and peace of mind”, they share. For this reason, the concept of Cucumber has always relied on comfort, relaxation and wellness. As a matter of fact, the founders have summed up their brand’s spirit as “energy, relaxation and resilience”, since it is designed for women who have so little time and so much going on in their life, and thus need to wear resilient, quality clothes that will make them feel energetic and relaxed at the same time.
Although they center their collections around gym clothes now, they initially started their business with a sleepwear collection. Even if the type of clothes has changed, the message transmitted remains the same: comfort, everyday luxury and women empowerment. They shifted to gym clothes collections as they are both involved in many sports and define the concept of working out as a way of relaxing, a stress reliever and an allusion to energetic, athletic women. Also, as high quality gym clothes are generally designed with soft, healthy and breathable materials for the skin, it aligns extremely well with the concept intended for Cucumber.
Moreover, the name of the brand could be interpreted as a reference to the feeling of coolness and freshness of working out in quality gym clothes, similar to eating a cucumber. Mirroring it to their own experiences, the founders simply wanted to offer women the exquisite taste of wellness they feel when doing sports, except that they wish to offer it all day long with their sustainable and easy to wear clothing: “minimum effort and maximum pleasure”, as they describe it.