Ninety Percent is a pioneering London-based fashion label that redefines the concept of sustainable and ethical clothing. Founded in 2018 by Shafiq Hassan and Para Hamilton, the brand stands out for its unique business model where it donates 90% of its distributed profits to charitable causes and those who make the collection happen. This innovative approach places Ninety Percent at the forefront of the sustainable fashion movement, focusing on both environmental impact and social responsibility.
Founding and Vision
Ninety Percent was created with the vision of using high-end fashion as a force for good. Founders Shafiq Hassan and Para Hamilton sought to challenge the norms of the fashion industry by demonstrating that a for-profit company can operate successfully while prioritizing ethical practices and substantial charitable contributions. Their goal is to create clothes that not only look good and feel good but also do good, aligning with the values of consumers who care about the planet and its people.
Design Philosophy
Sustainable and Ethical Fashion
Ninety Percent is committed to sustainable and ethical fashion. The brand uses organic cotton, recycled materials, and other sustainable fabrics to minimize environmental impact. It also ensures that all workers in the supply chain are paid fair wages and work under safe conditions, supporting a more ethical fashion industry.
Minimalist and Timeless Designs
The brand’s aesthetic is minimalist and focused on longevity. Ninety Percent offers wardrobe staples that are versatile and timeless, designed to last beyond seasonal trends. This not only promotes sustainable consumption habits but also ensures that customers can enjoy their purchases for many years.
Transparency and Customer Engagement
Ninety Percent practices radical transparency in its operations, providing customers with detailed information about where and how their clothes are made. Additionally, the brand empowers customers by allowing them to choose which causes the profits from their purchases support, fostering a deeper connection between the consumer and the brand’s charitable activities.
Product Range
Women’s and Men’s Collections
Ninety Percent’s product range includes a wide selection of women’s and men’s clothing, focusing on essentials such as t-shirts, dresses, loungewear, and knitwear. The designs emphasize comfort, functionality, and style, suitable for everyday wear.
Organic and Recycled Materials
The use of organic and recycled materials is integral to the brand’s product development. Ninety Percent invests in innovative fabrics that reduce the fashion industry’s footprint and represent a move towards more sustainable practices.
Cultural Impact
Pioneering a New Business Model
Ninety Percent is pioneering a new business model in the fashion industry by demonstrating that a company can be highly profitable while making significant contributions to society. This approach challenges other businesses to reconsider their roles in global economic and social systems.
Promoting a Culture of Giving
By donating 90% of its distributed profits, Ninety Percent promotes a culture of giving within the fashion industry and beyond, inspiring both individuals and corporations to consider how they can use their resources to make a positive impact.
Future Directions
Looking ahead, Ninety Percent aims to continue leading by example in sustainable and ethical fashion. The brand plans to expand its product lines, explore more innovative sustainable materials, and increase its charitable contributions. Additionally, it seeks to inspire other fashion brands to adopt similar models that prioritize people and the planet.
Conclusion
Ninety Percent is reshaping the landscape of the fashion industry by proving that ethical business practices and high profitability can coexist. The brand’s commitment to sustainability, ethical operations, and charitable giving sets it apart as a leader in the movement towards a more responsible and conscientious approach to fashion.
