THE ICONIC has launched an Adaptive Edit in consultation with All is for All. Images supplied.
THE ICONIC has launched a dedicated Adaptive Edit this week, which is a tailored shopping destination that better serves the 1 in 4 New Zealanders living with disabilities and other access needs. The Adaptive Edit is an important milestone in THE ICONIC’s commitment to offer an inclusive and accessible experience for Australian and New Zealand shoppers.
The Adaptive Edit offers a curated selection of items that prioritise functional style and ease of dressing through features such as thoughtful closures, seated-wear solutions and fits for prosthetics. The initial launch edit offers an 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.
To bring the Adaptive Edit to life THE ICONIC worked closely with Aotearoa New Zealand’s own leading accessibility consultancy, All Is For All. Through consulting with co-founder Grace Stratton of All is for All and her team, THE ICONIC has created a considered edit that has been informed by lived experiences.
“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,” says Erica Berchtold, CEO of THE ICONIC. “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, says, “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 online now and also features key items shoppable as part of THE ICONIC’s Considered Edit, which is an innovative filter that enables customers to shop by the sustainability values that matter to them.
Images supplied.