September 27, 2021

THE ICONIC’s New Adaptive Edit is ‘Inclusive, Accessible and Empowering’ for Shoppers

Almost 20 percent of the Australian population live with a disability and access other needs, and despite this growing need to service and accommodate shoppers, many consumers are left out. THE ICONIC is hoping to change that with the launch of its new Adaptive Edit.

The pureplay retailer is launching a tailored shopping destination that better serves the one in five Australians living with a disability and access other needs. The platform curates products that prioritise functionality and ease of dressing – including thoughtful closures, seated-wear solutions and fits for prosthetics.

“We’re incredibly excited to offer our customers a new way to access adaptive fashion on THE ICONIC, and this Edit marks an important milestone in our ongoing journey to better meet the diverse needs of every ICONIC customer,” shared Erica Berchtoldm, the CEO of THE ICONIC. She explained that while she is proud of the efforts made by the retailer, there is ‘much more work to do’.

“And so for us, THE ICONIC Adaptive Edit is only the beginning as we continue to drive progress towards a more inclusive, accessible and empowering shopping experience for every ANZ customer, irrespective of ability,” she said.

In creating the collection, the Australian retailer worked with a leading global accessibility consultancy, All Is For All. The Adaptive Edit features more than 130 pieces across menswear, womenswear and kid’s clothing.

Grace Stratton, the Director of All Is For All explained that this move was an important step for the community and ‘uplifts the disabled experience’. “It makes a phenomenal difference in people’s lives and perceptions to see disability meaningfully represented on a platform like THE ICONIC. This Edit represents an opportunity for more people to understand and embrace the beauty of disability and experience the ease enabled by adaptive fashion,” she said.

Some of the leading brands in the platform include Tommy Hilfiger Adaptive, Brisbane label Christina Stephens, and Melbourne-based JAM The Label, which was created by Australian Occupational Therapists Emma Clegg and Molly Rogers.

Lauren Parker, Tokyo 2020 Paralympian, explained how essential the Adaptive Edit is for those living with a disability and access needs. “To have fashion garments that are easy to put on and remove helps people’s independence and quality of life. It encourages people to have confidence in themselves and their individuality,” she said.

Read more here. 



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