Ninety Percent: Ethical Fashion with a Purpose
Origins
Launched in 2018 in London, Ninety Percent was co-founded by Shafiq Hassan and Para Hamilton. The brand was established with a mission to revolutionize the fashion industry by prioritizing ethical practices and social responsibility.
Ownership
Ninety Percent operates as a privately held company, with its founders actively involved in promoting sustainable and ethical fashion.
Aesthetic
The brand’s aesthetic is centered around minimalist designs, high-quality fabrics, and versatile silhouettes. Ninety Percent focuses on creating wardrobe essentials that are both stylish and sustainable, appealing to conscious consumers.
Signature Pieces
- Organic Cotton T-Shirts: Soft, breathable, and perfect for everyday wear.
- Sustainable Dresses: Combining elegance with eco-friendly materials.
- Tailored Trousers: Offering a chic, polished look suitable for various occasions.
- Loungewear Sets: Comfortable and stylish, ideal for relaxed settings.
Retail Presence
Ninety Percent’s collections are available through its official website and select retailers, including The Outnet and YOOX.
The Future
Ninety Percent is committed to expanding its impact by continuing to produce sustainable fashion and donating 90% of its distributable profits to charitable causes and the people who make its clothes.
