Brand Spotlight: Ninety Percent - Where Style Funds Change
We have long admired brands that go beyond surface level sustainability, and Ninety Percent sits firmly in that category. Born in London, the brand has built its identity around a radical but beautifully simple idea: share 90% of distributable profits between the people who make the clothes and the charities that support communities and the planet.
It is a model that challenges the traditional fashion playbook. Instead of treating impact as a marketing add on, Ninety Percent hardwires it into the business structure itself. Customers are even given a choice in where profits are directed, creating a rare level of transparency and participation in the supply chain.
Ninety Percent began with elevated essentials. Clean silhouettes, precise tailoring and a quiet confidence that makes each piece feel timeless rather than trend driven. Think perfectly cut organic cotton tees, fluid dresses in TENCEL™, refined knitwear and contemporary wardrobe foundations designed to last well beyond a single season.
At the heart of the brand is fabric integrity. Ninety Percent works primarily with organic cotton, TENCEL™, linen and other lower impact fibres that reduce water use and chemical inputs compared to conventional alternatives. Their collections are produced in carefully selected factories, with long term supplier relationships that prioritise worker wellbeing and consistent quality.
What stands out most is the balance. The pieces feel premium without being overstated. Soft but structured. Relaxed yet intentional. This is conscious fashion designed for everyday life – clothing that integrates effortlessly into a modern wardrobe while carrying a deeper story of shared value and accountability.
Transparency runs through the brand’s communication. They openly discuss where products are made, how profits are distributed and which charitable partners benefit from each collection. It is a level of openness that builds trust, especially in an industry where greenwashing has become all too common.
Ninety Percent represents the future of responsible fashion not because it shouts the loudest, but because it has reimagined the business model itself. Elegant essentials backed by structural change. Clothes that look refined, feel exceptional on the body and quietly contribute to something larger with every purchase.
This is impact woven directly into design.
Explore Ninety Percent
