The Iconic has joined forces with AirRobe Circular Wardrobe to make it easier for Aussies to resell, rent or recycle their pre-loved fashion items.
The partnership sees AirRobe integrate with The Iconic's checkout platform, allowing customers to add the item to their AirRobe upon purchase.
After purchasing and wearing the item as usual, the customer can then go into their AirRobe to begin the resell, rent or recycle process.
Using the platform, customers won't have to enter any product information, images or suggested price, as this is all automatically taken care of during the transaction process.
The partnership sees The Iconic become the first major online retailer globally to integrate one-click functionality that allows
customers to extend the life cycle of their preloved fashion items.
"Since 2011, The Iconic has been known as the pioneer, innovator and disrupter of retail in ANZ," CEO Erica Berchtold said.
"In our 10th year, this is still in our DNA as we today announce a game-changing new partnership with AirRobe.
"Together we join forces to accelerate the circular fashion movement, by providing Iconic customers with a seamless solution to shop more responsibly, extend the life cycle of their preloved fashion items and reduce the overall cost of their garments.
"This milestone brings us one step closer to addressing industry-wide sustainability challenges, and further demonstrates our commitment to becoming the most planet positive retailer in ANZ," she said.
The partnership forms part of The Iconic's 2022 Sustainability Strategy, which includes targets across ethical sourcing, packaging, waste, energy and materials.
AirRobe founder and CEO Hannon Comazzetto welcomed the deal with The Iconic.
"AirRobe allows retailers to enter the circular economy seamlessly with a zero-waste solution, helping consumers to find resale, rental, recycle and donation opportunities for their pre-loved garments.
"With AirRobe, shoppers never have to go through a manual listing process for reselling their pre-loved fashion again.
"We are thrilled to partner with Australia’s leading online retailer, The Iconic to bring our product to shoppers all over Australia and New Zealand.
"It’s a big moment for the circular fashion economy and it’s been great to see The Iconic's true commitment to sustainability and leadership towards a circular ecosystem," she said.
AirRobe is currently available to use on The Iconic website.