Ninety Percent: The Sustainable Brand Giving its Profits to Charity

Fashion that comes full circle. How one brand is giving back.

Sustainability is at the forefront of today's fashion industry, reshaping how we express ourselves through what we wear.

Words By Eliza Sears

While dressing has forever enabled self-expression, our clothes can also convey our values based on the brands we support.

For UK womenswear label Ninety Percent, putting the planet before profit and giving back is simply part of their DNA.

Founded by Shafiq Hassan and Para Hamilton in 2018 to empower makers and wearers alike, Ninety Percent shares 90% of their distributable profits with charitable causes and those who make the collection possible.

Donating to an ever-growing list of organisations including Big Life Foundation; who protect and sustain East Africa’s wildlife, War Child UK; who support and protect children affected by conflict, Children’s Hope; who help educate underprivileged children in the slums of Dhaka, BRAC; who empower women living in poverty to reach their potential, and Wild Aid; who work to reduce global consumption of wildlife products and to increase local support for conservation efforts.

Ninety Percent invites customers to participate in the donation process and vote for the organisation they wish to donate.

The brand’s sustainable ethos extends throughout the production cycle, skipping trends to deliver pared-back, premium basics that will last a lifetime and never go out of style.

Steadfast in their values, all Ninety Percent garments are constructed in three industry-leading factories in Bangladesh and Turkey where workers’ wellbeing and limiting the environmental impacts from garment production are top priorities.

Made from low-impact, renewable and certified organic raw materials – GOTS-certified organic cotton, recycled wool, vegan-friendly silks, hemp and linen Ninety Percent’s basics are the perfect foundation for any wardrobe.

Encouraging us to #DressBetter goes beyond just looking your best.

As a collective, we can all make more conscious choices when it comes to our clothes and Ninety Percent does the hard work for us, the label’s Responsible Brand Commitment ensures an unwavering commitment to sustainable practices, radical transparency, and positive social and environmental impact making it easier than ever to look good while doing good.