Australia’s leading online fashion retailer The Iconic has launched Considered, a new way for customers to consciously shop online by listing “sustainability credentials” for each product. Considered aims to simplify the sometimes confusing world of sustainable fashion, allowing customers to easily shop by their personal values.
Considered by The Iconic launches with over 6,400 products tagged with sustainability credentials across 300-plus brands. The Iconic expects Considered to expand to over 10,000 products in the short term with more sustainability credentials added daily.
Considered 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.
Being a part of Considered means the products are 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 credentials of their choice using a filter system, which is situated on the left side of the page.
“We at The Iconic don’t want to do what is just acceptable, we want to lead the way,” said Erica Berchtold, CEO of The Iconic. “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.”
“By simplifying sustainability credentials into five easy to understand categories, our customers now have the ability to shop by what’s important to them,” added Jaana Quaintance-James, Head of Sustainability and Ethical Sourcing at The Iconic.
“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.”