Ninety Percent: The Fashion Label Rooted in Community & Sustainability

Ninety Percent is a London-based sustainable fashion label founded back in 2018. They are not just a fashion brand but a community, rooted in care, community, and sustainability. They are setting an example for other fashion brands to follow, creating beautiful, ethical, and sustainable clothes while putting people and the planet first.

Fashion has long been criticised for its unsustainable practices, exploitative labour, and contribution to environmental degradation. But Ninety Percent, a London-based fashion label founded in 2018, is taking a different approach. They are not just creating clothes; they are cultivating a culture of beauty that goes beyond fashion, one that is rooted in community, care, and sustainability.


At Ninety Percent, they are not just about making profits; they are reinvesting 90% of their profits back into the people and causes they believe in. Their business model is centred on profit sharing, with everyone involved in the creation of their collections being given 360-degree equity. This means that the people who make their clothes are not just employees but partners in the success of the business.

Their commitment to sustainability is equally impressive. They know and respect their suppliers, factories, and each garment maker in the value chain. They believe in ethical practices and have built their brand around the core values of transparency, sustainability, and inclusivity. They are using recycled materials, and their collections are designed to minimise their impact on the environment.

¬†In 2022, creative director Elliot Atkinson joined Ninety Percent, bringing with him a sophisticated vision that connected their clothes back to nature. Atkinson has captured the sensuality of visiting uncharted destinations and feeling the sea and the earth, designing pieces that ultimately fit into the ebbs and flow of our current lifestyles. Their aesthetic language is elevated and reflects the brand’s ethos of care, community, and sustainability.

Ninety Percent is more than a brand; it’s a community. From their headquarters to the factories, there is a connection between all the people behind their clothes and the planet. They are pioneering a new business culture that is rooted in community, care, and sustainability. They are setting an example for other fashion brands to follow, proving that it’s possible to create beautiful, sustainable clothes while treating everyone involved in the process with the respect they deserve.

In conclusion, Ninety Percent is a fashion label that stands out for its revolutionary spirit of care, community, and sustainability. They are changing the game by putting people and the planet first, creating clothes that are not just beautiful but also ethical and sustainable. They are a community that is redefining what it means to be a fashion brand, and they are doing it in a way that inspires us all to be more mindful and responsible consumers.

Shop our faves from the latest collection:

Flos organic cotton and TENCEL Modal-blend maxi
Remi knitted midi dress
Pelias cutout organic cotton and modal-blend midi dress
Brynn gathered stretch-TENCEL Lyocell midi dress
Organic Cotton-Blend Jersey Flared Pants

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