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The Iconic offers one-click solution for shoppers to resell their clothing

The Iconic is furthering its push into sustainability.

The Iconic is furthering its push into sustainability by implementing a one-click functionality to its website which allows customers to resell, rent or recycle their pre-loved fashion.

Through a partnership with AirRobe, the business seeks to help its customers enter the circular economy and reduce the issue of fashion waste.

“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,” said The Iconic’s chief executive Erica Berchtold.

“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.”

AirRobe is a tech platform which aims to integrate directly into the online stores of fashion players, and allows them to enter and monetise the circular economy, and has largely worked with individual brands until now.

“With AirRobe, shoppers never have to go through a manual listing process for reselling their pre-loved fashion again,” said AirRobe CEO Hannon Comazzetto.

“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.”

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