The Iconic Embraces Ethical Shopping

Sustainability has become a massive focus for The Iconic, who have implemented a new system to encourage ethical shopping for their consumers. The online retailer has created five ‘sustainability credential’ categories allowing customers to filter products as they browse based on the features important to them.

“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,” said The Iconic's CEO Erica Berchtold. “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.”

The project has been dubbed Considered, and the launch includes over 300 brands and 6,400 products tagged with an assortment of sustainability credentials. Brands such as Nobody Denim, R.M Williams and Kitx are leading the charge for the online retailer.

“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,” affirmed Berchtold.