More focus on sustainable clothing, packaging etc. Move towards making it a core element of The Iconic. You have done some work towards this but could be so much bette! Cheap, nasty brands that have terrible sustainability record should be phased out where possible and more and more sustainable brands included with a specific focus on sustainability. These clothes are always better long term value and better quality also.

Also could the Iconic look to help with recycling/upcycling or renting clothes? All these ideas are even better than buying new even if it is sustainable!