Australia and New Zealand’s leading fashion, sports, and lifestyle retailer, THE ICONIC, is proud to announce the launch of a dedicated Adaptive Edit. This move sees THE ICONIC become the first major ANZ retailer to launch a tailored shopping destination to better serve the one in four New Zealanders living with disabilities and other access needs.
The launch of THE ICONIC’s Adaptive Edit marks an important milestone in the retailer’s continued commitment to driving greater inclusivity and accessibility for ANZ shoppers.
The edit curates items that prioritise functional style and ease of dressing through features such as thoughtful closures, seated-wear solutions, and fits for prosthetics. An introductory assortment of over 130 pieces across menswear, womenswear, and kidswear will be launched, from Tommy Hilfiger Adaptive, Brisbane-label Christina Stephens, and Melbourne-based JAM The Label, created by Australian Occupational Therapists, Emma Clegg, and Molly Rogers.
In bringing this edit to life, THE ICONIC worked closely with leading global accessibility consultancy, All Is For All, to ensure the launch of this new category offering from THE ICONIC was created with a considered approach, informed by lived experiences.
Erica Berchtold, CEO of THE ICONIC, comments on the launch of THE ICONIC Adaptive Edit: “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.”
Grace Stratton, Director of All Is For All, comments “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.”
THE ICONIC Adaptive Edit is available to shop now as part of THE ICONIC’s market-leading offering of fashion, sport, beauty, wellness, toys, kids, and more. The addition of the Adaptive assortment will also see key items shoppable as part of THE ICONIC’s Considered Edit, an innovative filter that makes it easy for customers to shop by the sustainability values that mean the most to them.
Shop THE ICONIC Adaptive Edit now HERE.