The Iconic has become the first major Australia and New Zealand retailer to launch a tailored shopping destination to better serve the one in five Australians living with disabilities and other access needs.
The Adaptive Edit curates items that prioritise functional style and ease of dressing through features such as thoughtful closures, seated-wear solutions and fits for prosthetics.
The Edit has launched 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 worked closely with leading global accessibility consultancy, All Is For All, to ensure the launch of the new category offering was created with a considered approach, informed by lived experiences.
Commenting on the launch, The Iconic CEO, Erica Berchtold said, “We’re incredibly excited to offer our customers a new way to access adaptive fashion and this Edit marks an important milestone in our ongoing journey to better meet the diverse needs of customers.
“While we are proud to be launching this tailored edit, in doing so we recognise that there’s much more work to do. The Adaptive Edit is only the beginning as we continue to drive progress towards a more inclusive, accessible and empowering shopping experience for every customer, irrespective of ability.”
All Is For All director, Grace Stratton added,“This new edit is an important step forward in the journey to uplift 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.”