Australian fashion retailer, The Iconic, has introduced a new online function that lets users add their past orders so they may recycle, resell, or rent them.

The market-first effort will make it simpler for customers in Australia and New Zealand to access resale options thanks to a partnership with AirRobe, a company that collaborates with brands and retailers to support a circular fashion economy.

In the past, users had the opportunity to link new purchases made while browsing The Iconic to their AirRobe accounts.

This effort, according to Iconic's chief commercial and sustainability officer Gayle Burchell, is a crucial milestone in the apparel retailer's sustainable path.

Burchell said that their social and environmental responsibility is at the center of all they do as Australia and New Zealand's premier fashion and leisure platform. The opportunity for their clients to easily engage in the circular fashion economy is made possible by the integration of previous orders, which is a proud milestone in our relationship with AirRobe. Customers can make their wardrobes work for them by extending the life cycle of their purchases and contributing to the reduction of fashion waste with just the touch of a button. It's a momentous occasion for our sustainable journey and solidifies their commitment to ushering in the future of retail.

The continuous collaboration between AirRobe and The Iconic, according to Beth Glancey, GM of AirRobe, will promote a circular fashion economy.

Glancey said that the simple, more sustainable fashion that conscientious shoppers want is at the core of their market-first cooperation with The Iconic. At AirRobe, they think that re-commerce should be as simple as possible. Through their one-click technology for customers at the moment of purchase, they are working to spread the adoption of circularity. Giving clients the option to add their previous orders from The Iconic to AirRobe is just one more step in the direction of developing a circular, sustainable fashion sector. We are launching with The Iconic and giving their consumers a more mindful and connected experience than ever before, and they couldn't be happier about it.

The circular fashion platform, according to AirRobe, has prevented over $13 million worth of clothing from going to the trash, which is comparable to avoiding four million kilos of CO2 emissions and 19 million liters of water throughout the new textile production process.

These accomplishments help AirRobe fulfill its Earth Day commitment to keep a million things out of landfills by 2023.