Founded by Shafiq Hassan and Para Hamilton, Ninety Percent manages to deliver elevated basics that look and feel great, while adhering to core beliefs around sustainability. All the materials and manufacturing processes have been carefully selected and sourced from industry best-practice suppliers based in Bangladesh and Turkey. Recently launched, Ninety Percent’s first collection is made up of capsule pieces from slogan T-shirts and cashmere-blend jumpers to dresses, using materials including organic cotton and Tencel.
The difference with this London-based womenswear brand is all in the name. It shares 90 per cent of distributed profits between a diverse range of charitable causes and those who make the collection happen. Customers have a say in where the money goes, too. After each purchase comes the option to vote for a cause.