Shopping for the perfect fit can be challenging at the best of times, even more so when you’re on the hunt for adaptive clothing. Sure, there are brands and labels out there, but they’re difficult to find and hardly ever in the one place. This month, Australian and New Zealand’s leading fashion retailer, THE ICONIC, is proud to announce the launch of a dedicated Adaptive Edit. Making history, THE ICONIC will be the first major ANZ retailed to launch a tailored shopping destination to better serve the 1 in 5 Australians living with disabilities and other access needs.

The Adaptive Edit will launch with an introductory assortment of over 130 pieces across menswear, womenswear, and kidswear, including Tommy Hilfiger Adaptive, Brisbane-based label Christina Stephens and JAM The Label.

In bringing this edit to life, THE ICONIC worked closely with leading accessibility consultancy, All Is For All, who partnered to ensure the launch of this new category offering from THE ICONIC was created with a considered approach, informed by lived experiences.

We can’t be more excited about this move to accessibility for all.

Please see below the press release for full details.


THE ICONIC TAKES ADAPTIVE FASHION MAINSTREAM

Introducing THE ICONIC Adaptive Edit, a first-of-its-kind edit to better serve the 1 in 5 Australians living with disability and other access needs.

SYDNEY, 10 August 2021 – Australia and New Zealand’s leading fashion, sports and lifestyle retailer, THE ICONIC, is proud to today 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 1 in 5 Australians 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 be a leading force in driving greater inclusivity and accessibility for ANZ shoppers, as outlined in THE ICONIC’s Annual Progress Report, and further aims to better represent the broad and diverse needs of Australian and Kiwi consumers.

THE ICONIC 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 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.

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. You can read more about THE ICONIC’s commitment to diversity and inclusion HERE


*Access need versus disability

  • Access Need: an access need can occur during a stage of someone’s life where that person requires assistance to access the world around them or to be enabled to the fullest extent. Access needs are often transient and can be due to situational factors such as ageing or pregnancy.
  • Disability: in contrast, disability is a part of culture. It is living life with an impairment and battling the various inaccessible systems that exist. The word disabled is important to use as it acknowledges the cultural and societal experience of disability, which those with access needs do not experience.