Pavo Dress in Obsidian

Ninety Percent, founded in London in 2018 by Para Hamilton and Shafiq Hassan, is a pioneering fashion label that seamlessly blends luxury with sustainability and social responsibility. The brand is distinguished by its commitment to sharing 90% of distributable profits among charitable causes and the individuals who contribute to its collections.

The founders’ partnership began in 1988, united by a shared dedication to ethical practices and global consciousness. This ethos led to the establishment of an ethical manufacturing facility in Bangladesh, laying the groundwork for Ninety Percent’s mission to effect positive change within the fashion industry.

Ninety Percent’s collections feature minimalist, timeless designs crafted from sustainable materials such as organic cotton and Tencel. The brand emphasizes transparency, providing customers with insights into the production process and empowering them to vote for the charitable cause they wish to support with their purchase.

By choosing Ninety Percent, consumers invest in high-quality, stylish apparel and contribute to a business model that prioritizes people and the planet, setting a new standard for ethical fashion.