Ninety Percent, established in London in 2018, stems from the enduring friendship between founders Para Hamilton and Shafiq Hassan. Their 30-year bond, fueled by mutual interests in wildlife, anti-poverty, and world music, has blossomed into a fashion label that emphasizes genuine care for both the people involved and the planet. With a dedication to transparency, Ninety Percent has pledged to share 90% of their distributable profits annually: 80% going to charitable causes and the remaining 10% among the dedicated individuals who craft their collections.
Their commitment doesn’t stop at profit sharing. The inclusion of Elliot Atkinson as creative director in 2022 brought a design approach deeply rooted in the natural world. Their collections emphasize:
- Quality craftsmanship and worker well-being.
- Use of low-impact, vegan, and certified organic materials.
- A priority on renewable and natural fibers, chosen to minimize global environmental impact.
Furthermore, Ninety Percent continuously scrutinizes their footprint in the fashion industry. By ensuring transparency and traceability in their supply chain, they actively collaborate with suppliers in a responsible manner. This luxury fashion label not only offers a unique profit-sharing model but also upholds a business ethos centered around community and genuine care, envisioning a better world.
