NINETY PERCENT
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About the brand
Ninety Percent is a revolutionary sustainable fashion brand founded in London in 2018 by Para Hamilton and Shafiq Hassan, born from their 30-year friendship rooted in conscious values. The brand operates on a groundbreaking profit-sharing model, distributing 90% of profits between charitable causes and the people who create their collections. More than just a fashion label, Ninety Percent is a community focused on responsible practices, manufacturing all collections in their own factory in Bangladesh with complete transparency. They prioritize low-impact, renewable materials including GOTS-certified organic cotton, Tencel, and natural fibers. Under creative director Elliot Atkinson, who joined in 2022, the brand has elevated its aesthetic language while maintaining its core ethos of connecting clothes back to nature. Their design philosophy centers on creating timeless, purposeful pieces that fit seamlessly into modern lifestyles, proving that beautiful, ethical fashion and responsible capitalism can coexist.
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NINETY PERCENT
NINETY PERCENT International Women's Day Printed Organic Cotton-Jersey T-Shirts
$103
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