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Ninety Percent


Profit-Sharing Womenswear Label

Ninety Percent, founded in London in 2018, embodies a revolutionary spirit of care. The label shares 90% of profits with workers and charitable causes, integrating conscious values into every facet of its operations. With roots in ethical fashion, its commitment extends to using quality, low-impact, vegan, and certified organic materials. Guided by creative director Elliot Atkinson since 2022, its collections resonate with a refined vision that connects fashion to the natural world. Ninety Percent stands for sustainable practices, supporting both craftsmanship and worker wellbeing, as it strives to make tangible strides towards a more equitable and environmentally conscious future.

Why I love Ninety Percent

I love Ninety Percent’s commitment to sustainability. I appreciate how detailed they are in describing the materials they use on their website. They take sustainability to the next level by considering all parts of their designs. For example, their BioResin mother-of-pearl buttons are made in Italy with resin created from trees, leaves, and other plant materials to replace plastic-based and shell buttons. They only use nickel-free metal for their zippers, with the tape made from GOTS-certified organic cotton or recycled polyester certified by the Global Recycle Standard (GRS).

Ninety Percent shares 90% of its distributed profits with charitable causes and those who make the clothes, allowing consumers to vote on where the profits go.

I’m a size UK 6 in Ninety Percent.

My Picks

Apollo Trouser in Whisper White

I love the loose cut of the Apollo trousers. They're super comfy for every occasion. I enjoy pairing them with crop tops on weekends or with a shirt and heels on weekdays.

Suri Top

A perfect wardrobe staple for autumn and winter. It goes well with anything, to be honest.

White Shirt

A wardrobe basic, and I love its dramatic sleeves.

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