September 25, 2021

The Iconic taps into 20% of the Aussie population with new edit

The Iconic has today launched a dedicated Adaptive Edit, bringing adaptive fashion to the mainstream. 

The eTailer's new edit will serve the one in five Australians living with a disability and other access needs.

The edit will launch with an introductory assortment of over 130 pieces across menswear, womenswear and kidswear from Tommy Hilfiger Adaptive, Brisbane-label Christina Stephens, and Melbourne-based JAM The Label, created by Australian occupational therapists, Emma Clegg and Molly Rogers.

The Iconic CEO Erica Berchtold said while the brand is proud to launch the edit, it still has more work to do. 

"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.

"While we are proud to be launching this tailored edit, in doing so we recognise that there’s 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. 

To bring the edit to customers, The Iconic worked closely with leading global accessibility consultancy, All Is For All, to ensure the launch of the new category was created with a considered approach, informed by lived experiences.

"This new edit is an important step forward in the journey to uplift the disabled experience," All Is For All director Grace Stratton added. 

"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. 

Christina Stephens founder Jessie Sadler - who called on major retailers including The Iconic to stock adaptive fashion when it celebrated its first anniversary - said that the brand is excited to be included in the new edit. 

"From the outset, the founding mission of Christina Stephens has been to bring adaptive and inclusive fashion to the mainstream.

"To give women living with disabilities and other access needs a choice in fashion and a choice to be included and heard.

"As one of the country's leading adaptive clothing labels, we are thrilled to be part of this new edit.

"It’s great to see The Iconic take a leadership role in helping drive adaptive fashion further into the mainstream and offer greater accessibility for customers of all abilities," she said. 

Key items in the Adaptive Edit will also be available to shop via the Considered Edit, allowing shoppers to make eco-friendly choices when buying adaptive fashion. 

The Iconic Adaptive Edit is live now on the eTailer's website. Read more from Ragtrader here.



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