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Ninety Percent

Ninety Percent is a luxury sustainable fashion label that reinvests 90% of their profits back into the people and causes they believe in. Founded in London in 2018 by Para Hamilton and Shafiq Hassan.

The brand prioritises the use of low impact, renewable and certified organic materials, including GOTS certified organic cotton, renewable biodegradable Tencel, natural linens and hemp, closed loop Tencel Lyocell and Oeko-Tex certified SeaCell.

“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.”

Shafiq Hassan, Co-founder 

The garments are made in two industry leading factories in Bangladesh, Echotex and Echoknits.

Ninety Percent want their customers to select which of their preferred causes to support with their purchase. In the care label of each garment is a 10 digit code, which you can enter on their website at to cast your vote.

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