Ensuring Safety AND Uniformity with
The Iconic.

The Iconic, stylised as THE ICONIC, stands as a prominent Australian online retailer specialising in fashion and sports. Established in 2011, it has evolved into one of the country's leading destinations for fashion, sports, beauty, kids' wear, and homewares, boasting a vast collection of over 1500 brands and 165,000 items. 

Their inventory includes renowned Australian labels such as P.E Nation, sass & bide, Camilla and Marc, Country Road, Witchery, and Lorna Jane, alongside international brands like Nike, Levi's, Calvin Klein, Adidas, MAC, and Estee Lauder. 


The Iconic, a leading online fashion retailer, faced several issues with their existing uniform program. They needed uniforms that not only reflected their brand identity but also provided durability and comfort for their employees.

Safety also emerged as a core focus for The Iconic, a leading online fashion retailer. With a range of Material Handling Equipment (MHE) on-site, including forklifts, pallet jacks, and cages, ensuring safety was paramount. Before implementing a standardised uniform program, staff were provided with hi-vis vests, allowing employees to wear attire of their choice underneath. This approach also created issues regarding compliance with their dress code policy.


RWW Group provided tailored uniform solutions for The Iconic to enhance uniform standards and safety. Conducting a comprehensive three-day on-site fitting session for over 500 staff members ensured that each employee received properly fitted uniforms that met their specific requirements and aligned with The Iconic's safety standards.

RWW Group transformed The Iconic's approach to uniform procurement by offering a standardised uniform program with safety options, ensuring compliance, consistency, and employee well-being.