Fashion and lifestyle platform The Iconic is expanding its circular solutions hub, ReIconic with the addition of a new repairs and alterations service, off the back of scoring B Corp certification.
The company has tapped Australian-born tech start-up Hello Tailr to provide the online service, which allows customers to access professional tailoring for fitting or product lifetime extension. This adds to the platform’s total ReIconic offering, which also includes a pre-loved marketplace on The Iconic website, opportunities to donate or recycle unwanted garments through RCYCL, and rescuing items at its warehouse for repair or upcycling.
Launching as a scalable pilot, the new repair service will initially focus on simple alterations such as shortening and basic repairs for trousers and jeans. Customers can book and pay online via Hello Tailr, with estimated timings for repairs taking up to five business days, excluding shipping timeframes which can vary based on customer location.
Hello Tailr partners with local social enterprises such as The Social Outfit, Second Stitch and The Social Studio to undertake the professional tailoring.
This evolution of ReIconic follows The Iconic recently achieving B Corp certification. The fashion platform hit a maiden score of 82.9, which is above the qualifying score of 80 and well-above the median score across all businesses of 50.9.
Across B Corp's five impact areas of governance, workers, community, environment and customers, The Iconic was recognised for high standards of social and environmental performance, supply chain accountability and transparency, strong people and employment policies, customer stewardship, clear reporting and governance.
“We are proud to have received B Corp Certification,” The Iconic’s chief commercial and sustainability officer, Gayle Burchell, said. “For us, B Corp Certification isnʼt a finish line, it is a framework that helps maintain accountability. As we continue our journey, we are committed to continuous improvement and recognise our position of influence within the industry to contribute to collective change.ˮ
Speaking on the repair service expansion, Burchell said there is no question the Australian fashion industry needs to do better when it comes to managing textile lifecycles.
“Customer facing initiatives like Hello Tailrʼs alterations and repair service are a great example of that endeavour, however are just one part of the broader efforts weʼre making,” Burchell said.
“Guided by our 2030 People & Planet Positive Strategy, we are focused on further reducing our carbon emissions in line with science-based targets, increasing our assortment of preferred fibres and products, improving our energy efficiency, minimising packaging and waste and elevating standards with all of our partners.ˮ
In relation to its social and environmental performance, 20 per cent of The Iconic's assortment meets social or environmental certifications or standards. The platform uses 100 per cent renewable energy in its operations, with 79 per cent of customer delivery and warehouse packaging weight being recycled content. The company has also reduced its Scope 1 & 2 emissions by more than 50 per cent ahead of its 2030 science-based targets.
Hello Tailr founder Owen Parry welcomed the partnership with The Iconic. “Customers can now access convenient, high-quality services and at the same time support our Social Enterprise Partners to provide meaningful job opportunities, skilled training and ethical wages,” Parry said.