Fashion and lifestyle platform The Iconic has signed on RCYCL to allow its customers to manage the end-of-life process of unwanted clothing.
Through the new partnership, The Iconic customers can donate or recycle pre-loved clothing through a satchel service, sending directly to Salvos Stores for reselling or to one of RCYCL’s recycling partners.
The new initiative replaces its five-year long clothing donation drive through Giving Made Easy.
According to The Iconic, the new solution addresses the lack of systematic collection of end-of-life clothing in Australia and alleviates the burden on charities dealing with unwearable donations.
“As a leader in the Australian fashion industry, we are committed to advancing sustainability and circularity through innovative solutions,” The Iconic chief commercial and sustainability officer Gayle Burchell said. “Our partnership with RCYCL represents a step towards a more circular fashion system by addressing the lack of systematic collection of end-of-life clothing.”
Through the new partnership, customers can buy a small, medium or large size satchel for recycling old clothing, or a medium or large bundle for recycling and donating (‘REWEAR’), with prices ranging from $12.95 to $32.95, and with costs covering shipping fees.
“Whilst we appreciate it may be a behavioural shift to pay for managing the end-of-life of clothing, there is currently an immense burden placed on charities who receive tonnes of clothing that are unable to be worn, let alone the volume of clothing that is being sent to landfill,” Burchell continued.
“We are excited to provide Australians with a practical and mindful way to manage clothing waste that ensures their garments are either responsibly recycled or donated effectively.”
The Iconic is a foundation member of Australia’s first-ever national clothing product stewardship scheme Seamless, with a recent report from the Scheme noting that around 200,000 tonnes of clothing are sent to landfill across Australia each year.
A further 190,000 tonnes of clothing are donated to charities, however, some of this is unwearable.
“Allowing the everyday consumer the ability to manage their wardrobe cleanouts is so important in this retail landscape,” RCYCL founder Belinda Paul said.
“We are all looking for something to do to help the environment, to feel empowered by our own actions but most of us do not know where to start. By The Iconic supporting this action, as a community, we will be able to make the biggest impact possible - starting at home.
“RCYCL is looking to make our wardrobe clean outs habitual rather than a chore.”
The new initiative marks the evolution of the previous ‘Giving Made Easy’ program which facilitated the donation of used clothing items from The Iconic customers to Salvos Stores over the last five years.
In 2023-2024 alone, Giving Made Easy helped customers donate 10,000 kilograms of clothing for reuse.
“Through effective and innovative industry collaboration, we're making it easier for Australians to embrace sustainability,” Salvos Stores national director Matt Davis said. “Every purchase of ‘RCYCL’ and ‘REWEAR’ bags reduces waste and fosters responsible reuse, empowering shoppers to play an active role in the circular economy for people and the planet.”
Seamless CEO Ainsley Simpson shared her endorsement of the initiative, saying sustainability is the only possible pathway forward for the fashion sector.
“We can only do it if brands who place clothes on the market are responsible for the entire life of that garment, from design through to reuse and recycling,” Simpson said.
“We congratulate The Iconic and all the Seamless members for joining forces to help Australians choose, enjoy and recycle more responsibly.”