The Iconic Has Launched 'Considered', An Ethical Shopping Edit

There's a new tool to help shoppers make ethical choices when it comes to stocking their wardrobes, with Considered by The Iconic launching today.

According to The Iconic, the initiative "aims to demystify the complex and sometimes confusing world of sustainable fashion", with five 'Sustainability Credential' categories available for customers to toggle to shop by sustainability values.

To be a part of Considered, the product is made using at least one material or process "that is better for humans, animals or the environment than conventional alternatives", or the brand is making meaningful contributions to the community,

"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," The Iconic CEO Erica Berchtold said.

"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.

"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.

"However, while we have made important progress to date, our responsibility is multifaceted and we are humble enough to know that this is a journey and we still have much work to do.

"Considered is only the beginning of our commitment and we're excited to accelerate for further progress."

You can check out the range here.

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