Circularity and conscious consumption is about shifting away from a “make, use, discard” model to a system where products and materials are designed with their full lifecycle in mind. Items are kept in circulation for longer through reuse and repair, and responsibly recovered at the end of their use.
At THE ICONIC, this means taking action across customer-facing circular solutions, packaging design and usage, and waste management within our operations. We also support broader industry collaboration to help build circular fashion systems in Australia through our membership with Seamless Australia, the National Clothing Product Stewardship Scheme. Find out more here.
Our areas of action — ahead of 2030:
- Transition all of our delivery and product packaging to meet at least one circular principle (reduce, reuse, recycle or use recycled materials).
- Increase the diversion of operational waste from disposal to at least 94%, through reuse and recycling.
- Enable our customers to extend the life of clothing and accessories through reuse — by donating unwanted items or buying pre-loved, repaired or upcycled pieces.
RE-ICONIC®
RE-ICONIC® is our circular solutions hub — designed to make it easier to refresh, revive and recirculate your wardrobe with responsible solutions.
- Pre-Loved: Curated pre-loved styles that give quality items a second life.
- Rescued: Items restored for a second chance through cleaning, repairing or upcycling.
- Alterations & Repairs: Services that improve garment fit and address minor flaws, helping to keep clothing in use for longer.
- Donate & Recycle: Convenient options that support responsible end-of-use outcomes for clothing, with pathways for both reusable and unwearable items.
RE-ICONIC® brings these circular options together in one place, making it easier for our customers to shop with purpose. It will continue to evolve as we learn and develop our circular solutions over time.
To find out more: visit our RE-ICONIC® circular solutions hub.
As an online retailer, we recognise that packaging is essential for product protection. We also recognise that its environmental impact - and potential contribution to waste - must be carefully managed. THE ICONIC is committed to supporting the transition to a circular economy for packaging in Australia. Our approach focuses on reducing packaging where possible, improving the materials we use, and supporting responsible disposal.
- Reduce and right-size: Minimise the amount of packaging used per order and eliminate unnecessary materials.
- More sustainable materials: Transition to packaging that incorporates post-consumer recycled content or certified renewable content where suitable.
- Design fit for purpose: Use packaging formats that balance maximum product protection with minimal material use, including designs that can be reused for returns where appropriate.
- Design for recyclability: Improve recyclability outcomes and keep customer disposal guidance up to date as recycling infrastructure and labelling standards evolve across Australia and New Zealand.
- Improvement through innovation: Continue to explore and trial new packaging options, as technology and recycling infrastructure across Australia and New Zealand evolve.
- Operational stewardship and reporting: We are a member of the Australian Packaging Covenant Organisation (APCO) and commit to contributing to the achievement of Australia’s National Packaging Targets. We report annually on our packaging progress. To learn more, read our 2026 APCO Report and Action Plan.
We know that sometimes your purchase isn’t quite right. It happens! You can send items back to THE ICONIC – in line with our Returns Policy – using the same satchel or box in which they were delivered. In fact, THE ICONIC satchel is made with a double seal to make it easy to reuse. Simply tear along the line when opening your satchel to preserve the second seal.
Soft Plastics
In Australia, unfortunately there is no collection of soft plastics widely available for customers at the present time. Industry is working hard to identify pathways to create new recycling scheme(s). In the meantime, customers are advised to check with the local council on whether soft plastics recycling is available in your area, if not, soft plastics should be disposed of in the landfill bin.
In New Zealand, you will find soft plastic recycling collection points at selected supermarkets and other retail stores.
Cardboard & Paper
THE ICONIC’s delivery boxes, protective tissue or honeycomb packing paper, shoe boxes and cardboard tags can be recycled at home in your council-provided yellow recycling bin. Make sure you flatten boxes first so they can be picked up in the cardboard recycling stream.
Other Items
Products from our third-party brand partners may include plastic hangers or blister packs, as well as combinations of materials. Systems for recycling these items vary by local area, so it is best to check with your local council on how they can be responsibly disposed of.
Responsible Waste Management
We manage waste with a clear priority: reduce first, then maximise reuse and recycling, focusing on what we can influence directly across our fulfilment centre and offices.
- Reduce at the source: Identify opportunities within systems and processes to prevent waste, while also improving operational efficiency.
- Maximise diversion: Strengthen sorting and recovery pathways so more operational waste is diverted to reuse or recycling streams.
- Team engagement: Support operational teams with clear processes and training to improve sorting accuracy and reduce contamination.
- Focus on high-volume streams: Prioritise materials that make up the largest share of our operational waste footprint, such as cardboard collected at our fulfilment centre.
- Advance hard-to-recycle solutions: Continue to support solutions for difficult waste streams, including advanced recycling for soft plastic packaging received through returns.
- Continuous improvement: Regularly review performance and evolve programs as new solutions become available.
You can shop our selection of premium, pre-loved clothing from leading specialists and help keep fashion in circulation for longer. Our pre-loved assortment features CIRKULAR for womenswear, Azura Reborn for luxury accessories and Vintage by The Real Deal for streetwear.
Items that have been affected by wear-and-tear, damage or disuse are enabled for extended use through repair or upcycling. Our rescued assortment features repaired clothing from Revibe and upcycled accessories from Re/lax Remade.
Simple options that support responsible end-of-use outcomes for clothing, including pathways for both reusable and unwearable items. Find out more.
