NINETY PERCENT

Under the Radar

Trendiness score

55 of 100

Popularity score

40 of 100

0

Brand fans

3

Product saves

London, England

https://ninetypercent.com

Style keywords

Contemporary

Minimalist

Sustainable

Chic

Feminine

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.

London, England

https://ninetypercent.com

Instagram

38k followersOpen in app

What people are saying

Trill

Ninety Percent offers affordable and made-to-last minimalist clothing that is sure to become a staple in your closet. From linen shorts to dresses and tops with lots of flattering ruching, they have basics that you'll feel stylish in.

Jun, 2025

Harper's BAZAAR

The brand offers soft, modern tailoring and new silhouettes that all complement each other – perfect for capsule dressing and your forever wardrobe.

Apr, 2025

Harper's BAZAAR

Crafting pieces that are built to stand the test of time is key to me for real sustainable clothing; both mine and the founders' ethics at Ninety Percent are aligned, working collaboratively to make lasting change.

Apr, 2025

Tellar

This sustainable London-based brand creates premium basics with impeccable fit consistency. Their ethical credentials are outstanding, and every piece I've tried has been perfectly sized. The quality rivals luxury brands at mid-market prices.

Mar, 2025

AllReviews

They're a bit thinner than the ones I normally wear, but they're really cozy, stylish, and feel so soft against my skin. The fabric is top-notch and the quality is excellent.

Jan, 2025

Bryony Robertson

The minimalist designs are chic and modern, with an emphasis on well-made essentials that can be worn season after season.

Nov, 2024

Sustainable Review

However, one area where Ninety Percent could improve is packaging. Currently, there is no evidence to suggest that the brand minimizes packaging waste or uses sustainable packaging materials.

Feb, 2024

AllReviews

I bought something from this company not long ago, but it was too big so I needed to send it back. The problem is, I've been having trouble getting in touch with them to get my money back. No one picks up the phone and the email doesn't seem to be working.

Jan, 2025

Good On You

It sources its final stage of production from countries with extreme risk of labour abuse.

Jan, 2025

Good On You

There's no evidence it ensures workers are paid living wages in its supply chain.

Jan, 2025

AllReviews

The order got delayed because someone messed up the invoice amount, which caused issues with customs and I ended up having to pay extra taxes upon delivery. Their customer service was no help at all, they were pretty unfriendly and wouldn't admit to the mistake. On top of that, the clothes were not great quality - the material was thin and the dye was running.

Nov, 2024

AllReviews

I bought a hoodie zip sweater from this store recently and I was really let down by the quality. After only wearing it a couple of times and washing it once, the front of the sweater began to fall apart.

Apr, 2024

Trill

Ninety Percent offers affordable and made-to-last minimalist clothing that is sure to become a staple in your closet. From linen shorts to dresses and tops with lots of flattering ruching, they have basics that you'll feel stylish in.

Jun, 2025

Harper's BAZAAR

The brand offers soft, modern tailoring and new silhouettes that all complement each other – perfect for capsule dressing and your forever wardrobe.

Apr, 2025

Harper's BAZAAR

Crafting pieces that are built to stand the test of time is key to me for real sustainable clothing; both mine and the founders' ethics at Ninety Percent are aligned, working collaboratively to make lasting change.

Apr, 2025

Tellar

This sustainable London-based brand creates premium basics with impeccable fit consistency. Their ethical credentials are outstanding, and every piece I've tried has been perfectly sized. The quality rivals luxury brands at mid-market prices.

Mar, 2025

AllReviews

They're a bit thinner than the ones I normally wear, but they're really cozy, stylish, and feel so soft against my skin. The fabric is top-notch and the quality is excellent.

Jan, 2025

Bryony Robertson

The minimalist designs are chic and modern, with an emphasis on well-made essentials that can be worn season after season.

Nov, 2024

Sustainable Review

However, one area where Ninety Percent could improve is packaging. Currently, there is no evidence to suggest that the brand minimizes packaging waste or uses sustainable packaging materials.

Feb, 2024

AllReviews

I bought something from this company not long ago, but it was too big so I needed to send it back. The problem is, I've been having trouble getting in touch with them to get my money back. No one picks up the phone and the email doesn't seem to be working.

Jan, 2025

Good On You

It sources its final stage of production from countries with extreme risk of labour abuse.

Jan, 2025

Good On You

There's no evidence it ensures workers are paid living wages in its supply chain.

Jan, 2025

AllReviews

The order got delayed because someone messed up the invoice amount, which caused issues with customs and I ended up having to pay extra taxes upon delivery. Their customer service was no help at all, they were pretty unfriendly and wouldn't admit to the mistake. On top of that, the clothes were not great quality - the material was thin and the dye was running.

Nov, 2024

AllReviews

I bought a hoodie zip sweater from this store recently and I was really let down by the quality. After only wearing it a couple of times and washing it once, the front of the sweater began to fall apart.

Apr, 2024