Australian and New Zealander fashion, sports and lifestyle e-tailer The Iconic announced its new Adaptive Edit, a tailored shopping destination that aims to better serve Australians with disabilities.
The Iconic Adaptive Edit curates items that prioritise functional style and ease of dressing/undressing through features such as thoughtful closures, seated-wear solutions, and fits for prosthetics.
More importantly, it gives people with a disability the same experience of online shopping, as it would give a customer without a disability.
“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,” said Erica Berchtoldm, CEO, 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 experience’ for persons with disabilities.
“It makes a remarkable 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.
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.