Ninety Percent – the fashion label that gives 90% back

Fewer brands have a commitment to sustainability more tightly woven into their DNA than London based womenswear label Ninety Percent. Co-founded by Shafiq Hassan and Para Hamilton in 2018, one of the key motivations for creating the brand was to support charitable causes and empower people. As such, 90% of their profits are distributed between supporting charitable causes and the people who produce the garments. Customers who buy from the collection are invited to vote on their chosen cause via their website by entering a unique code found in the garments care label.

The founders explain:

“We created a concept that is all about making maximum change with our profits, where our customers know they are being a part of a revolution in the way businesses are run. Why not change and find a new version of capitalism – our version? We’re trying a crazy idea and seeing if it connects with people.”

The clothes themselves are made using the most planet-friendly fabrics and materials, with careful consideration given to minimising the impact on the environment.

Signature to their collection are their everyday essentials which include timeless T-shirts made from 100% cotton or sustainable breathable Tencel. Other fabrics used include Natural Linen, Mirco Modal (derived from wood pulp from hardwood trees), Hemp and Sheeps Wool.  

We are certainly huge fans of Ninety Percent, their ideology and their clothes. Browse their collection and we’re sure you will be too. 

GAIA's Favourites

Cutout stretch-knit turtleneck midi dress

Knitted track pants

Tie-dyed organic cotton-jersey hoodie

Ribbed tank top

About the Author

Kim Matrljan

Kim Matrljan

Founder of GAIA. After working in digital marketing for brands like Vivienne Westwood, Selfridges, COS and Rolex, I realised the fashion industry needed change and I wanted to be part of it.



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