ninety percent

Founded in London in 2018 by Para Hamilton and Shafiq Hassan, Ninety Percent is a fashion label built on a foundation of sustainability and social responsibility. The brand’s name reflects its core mission: to share 90% of its distributable profits between charitable causes and the people who create its collections. This innovative business model is central to its identity, aiming to create a more transparent and equitable future for the fashion industry. The brand’s aesthetic is rooted in elevated minimalism, offering a curated selection of womenswear and menswear essentials designed for longevity. Collections feature timeless silhouettes, from soft organic cotton t-shirts and sweatshirts to refined dresses and knitwear, all in a predominantly neutral color palette. Ninety Percent prioritizes the use of low-impact materials, including GOTS-certified organic cotton, Tencel™, and recycled textiles, and is entirely vegan. One of the brand's key strengths is its vertical integration. Co-founder Shafiq Hassan owns the primary manufacturing facility in Bangladesh, which is recognized for its high environmental and labor standards, including providing fair wages, health insurance, and free meals to its workers. This allows for exceptional transparency and control over the production process. Since 2022, creative director Elliot Atkinson has further refined the brand's vision, infusing a sophisticated yet natural sensibility into the designs.