London-based premium womenswear brand Ninety Percent is looking to make
it easier for consumers to dress ethically, by launching a label that
brings together ethics and aesthetics, and gives 90 percent of its profits
to charitable causes.
Getting behind the #DressBetter movement, Ninety Percent is aiming to
revolutionise the fashion industry by prioritising product and people over
profits, with the hopes of starting a consumer movement that empowers
makers and wearers, the new brand explains.
The ‘positive’ business model of Ninety Percent will see the womenswear
label sharing 90 percent of its profits to a diverse range of charities and
those who make the collection happen, aiming to challenge poor working
conditions in the fashion industry and to help reduce our negative impact
on the environment.
Behind this one-of-a-kind business model are the founders of Echotex, a
pioneering ethical trade and Leed Platinum, a certified manufacturing unit
in Bangladesh, and they hope that their commitment to sustainable practices
that nurture people and the planet will challenge industry standards that
they state have becoming “accepted norms”.
Explaining the inspiration behind the new premium brand, Shafiq Hassan,
co-founder of Ninety Percent, said: “It was about creating a business model
that has 360 degree empowerment, which is not a charity, but a commercially
successfully run business. A business that gives an opportunity to its
customers, that leads to making a positive difference in the social and
“Unhappy how big businesses are run and are allowed to run, that impacts
on our lives and our planet negatively, and not giving back much either we
decided to come up with an alternative. We decided to create a movement
that is real as we know that there must be another way. We wanted to create
a legacy that would continue to make a positive difference.”
Ninety Percent gives its customers power to make a difference, as each
shopper will also have a say in where the money goes, as with each purchase
comes the option to vote for a cause. For 2018 and 2019 those charities
include: Children’s Hope, a charity that educates underprivileged children
living in the slums of Dhaka; Big Life Foundation, which is seeking to
protect and sustain East Africa’s wildlife; WildAid, who’s mission is to
end the illegal wildlife trade; and War Child, a specialist charity for
children affected by conflicted across Africa, Asia and the Middle East.
Commenting on why these charitable causes, Hassan added: “We wanted a
balance between children and environment – both are our future.”
The label is also sustainably driven, with materials and manufacturing
closely monitored to achieve the aim of being more ethical and sustainable,
with everything sourced only from suppliers that operate under the best
codes of practice from manufacturers in Bangladesh, China, Italy, Japan,
India and Turkey.
Sustainable fibres like organic cotton and Tencel feature heavily in the
womenswear collection, which is described by the brand as “feminine but low
maintenance” with relaxed silhouettes, including slogan T-shirts, full
skirts, deep v jumpsuits, stretch-jersey bodysuits, maxi dresses,
sweatshirts and relaxed knitwear.
Key highlights include the ruched dress, the Serena tennis dress,
slim-leg sweatpants, ruched drawcord bomber jacket and zip-back jumpsuit.
Prices ranging from 30 pounds for a simple vest to 350 pounds for a
So, what can we expect for the future of the brand? “We hope to continue
building a passionate team that believe in both the vision and the mission,
that delivers fantastic products that our customer shall cherish,” explains
Hassan. “Use more and more sustainable raw materials and processes and be
part of this innovation.”
Hassan added: “We want to build a consumer movement that make our
business grow and engage our customers to be part of this change and
Ninety Percent’s debut collection is available now online via its own
e-commerce website, ninetypercent.com.
Images: courtesy of Ninety Percent