• The Iconic sustainability
    The Iconic sustainability

The Iconic has announced the launch of Considered by The Iconic, a new way for customers to shop consciously on its site.

Using the e-tailer’s five ‘Sustainability Credentials’ categories, customers can filter and find products holding sustainability credentials.

The Iconic CEO Erica Berchtold said the e-tailer not only wants to be at the forefront of social and environmental responsibility.

“Everyone and every business is responsible for recognising their social and environmental responsibility, but we at The Iconic don’t want to do what is just acceptable, we want to lead the way.

"As a retailer, we have an important role in providing our customers with a wide and accessible assortment that empowers them to make conscious purchasing decisions.

"Liberating customers with the ability to shop by their personal sustainability values is a huge step for The Iconic as we design the future of retail through seamless and inspiring experiences.

"However, while we have made important progress to date, our responsibility is multifaceted and we are humble enough to know that this is a journey and we still have much work to do.

"Considered is only the beginning of our commitment and we're excited to accelerate for further progress.”

The Iconic head of sustainability and ethical sourcing Jaana Quaintance-James said 'Considered' was developed to provide more transparent information for its customers.

“We developed Considered because we felt there was a need to provide our customers with clearer information at the point of sale and a gap in enabling customers to shop consciously with ease.

"Sustainability means different things to different people, and for many, understanding this space and its complexities can be overwhelming.

"By simplifying sustainability credentials into five easy to understand categories, our customers now have the ability to shop by what’s important to them.

"Concerned about climate change? Shop Eco-Production. Animal person? Shop Animal Friendly. Want to have a positive impact on society when you shop? Shop Community Engagement.

"As an important milestone in our 2020 Sustainability and Ethical Sourcing strategy, we hope Considered by The Iconic drives greater demand for sustainable brands and products, while debunking the misconception that sustainable fashion is either expensive or unfashionable, and in general inaccessible.”

Being a part of Considered means the product on The Iconic is made using at least one material or process that is better for humans, animals or the environment than conventional alternatives, or is from a brand that’s making contributions to the community around us.

When customers shop The Iconic, they will be able to refine their selection by the sustainability credential(s) of their choice using a filter system, which is situated on the left side of the page where the current filter is located.

It launches with over 6,400 products across over 300 brands tagged with sustainability credentials.

It includes products across womenswear, menswear, kidswear, sport, footwear and accessories from brands such as Kitx, Outland Denim, Maggie Marilyn, R.M. Williams, Manning Cartell, Patagonia, Lee Matthews, Nobody Denim, Assembly Label, Outerknown and more.


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