The company announced a suite of new initiatives Tuesday under a new circularity strategy, among them plans to enable product collection options from next year that could support efforts to recycle and resell pre-loved Ralph Lauren products.

The move follows the company’s entry into the rental market earlier this month and reflects a wider trend in the market, as high-end brands look to tap into new business models that also boost their sustainability credentials.

In addition to committing to offer more circular experiences to consumers from 2022, Ralph Lauren plans to certify five of its products under the Cradle to Cradle standard, which assesses whether products meet specific environmental and social criteria. The company also intends to build on investments in new technologies, after taking a minority stake in material science start-up Natural Fiber Welding last year. By 2025, the company said it will offer products that contain 100 percent recycled cotton.