Ninety Percent: The Sustainable Fashion Brand Sharing Profits for a Better World
Ninety Percent is a London-founded fashion label built around responsible clothing, ethical production and social impact. The brand creates modern wardrobe pieces designed for everyday use, while aiming to reduce harm to people, animals and the planet.
Its most distinctive promise is its profit-sharing model. The company states that 90% of its distributable profits are shared between charitable causes and the people who help create its collections. This approach gives the brand a clear purpose beyond selling clothing.
What Is Ninety Percent?
Ninety Percent is a sustainable women’s fashion brand offering contemporary ready-to-wear clothing. Its range includes dresses, tops, shirts, trousers, shorts, skirts, T-shirts, tanks and sweatwear. The brand describes its clothing as “everyday pieces with a twist”. This means its collections focus on practical garments but add modern details such as draping, ruching, asymmetric cuts, unusual necklines and relaxed tailoring.
The company sells through its official online store and has also been associated with premium fashion retailers. Its collections are designed in London and produced mainly through a closely connected manufacturing facility in Bangladesh.
The Founders Behind the Brand
Ninety Percent was founded by Para Hamilton and Shafiq Hassan in London in 2018. The founders first met in 1988 and developed a close friendship based on shared interests in wildlife, environmental protection, poverty reduction and traditional craftsmanship.
Before establishing the brand, they worked together through Echo Sourcing, a garment-sourcing business created in 1996. Their earlier work gave them many years of experience in clothing production and international supply chains.
Shafiq Hassan is also connected with Echotex, a large textile and garment manufacturing facility in Gazipur, Bangladesh. This connection allows the founders to maintain closer involvement in the production process and understand how garments are made.
The Legal Company
The business is operated by NINETY PERCENT LTD, an active private limited company registered in the United Kingdom. Its registered office is located at 110–112 Parkway, London, NW1 7AN. The company was legally incorporated in 2012, although the Ninety Percent fashion brand itself was launched in 2018. Companies House records Para Hamilton and Shafiqul Hassan as active directors and persons with significant control.
Quick Information About Ninety Percent
| Detail | Information |
|---|---|
| Brand name | Ninety Percent |
| Founded | 2018 |
| Founders | Para Hamilton and Shafiq Hassan |
| Headquarters | London, United Kingdom |
| Industry | Sustainable fashion |
| Products | Dresses, tops, T-shirts, trousers, skirts and sweats |
| Main materials | Organic cotton, TENCEL™, linen and EcoVero™ |
| Manufacturing | Mainly produced in Bangladesh |
| Profit model | 90% of distributable profits are shared |
| Charitable causes | WildAid, Big Life, BRAC, Children’s Hope and War Child UK |
| Official website | ninetypercent.com |
How the 90% Profit Model Works
The name Ninety Percent comes from the company’s promise to share most of its distributable profits. This does not mean that 90% of every garment’s selling price is donated. The calculation applies to profits remaining after normal business costs.
The current structure divides the distributable profits in this way:
- 80% goes to five charitable causes.
- 10% is shared among the people involved in making the collections.
- The remaining 10% is reinvested into the business.
This model includes people working across the brand’s offices, factories and supply chain. It aims to recognise the contribution of garment makers, suppliers and other workers involved in bringing each collection to customers.
The Five Supported Causes
The brand supports two environmental organisations and three social-impact charities.
WildAid
WildAid works to reduce the illegal wildlife trade and support conservation efforts. Its work focuses on reducing demand for wildlife products and protecting threatened species.
Big Life Foundation
Big Life Foundation protects wildlife and natural habitats in East Africa. It works with local communities and employs conservation rangers to help safeguard important wilderness areas.
Children’s Hope
Children’s Hope was established by Shafiq Hassan. It supports disadvantaged children and families in Dhaka through education, healthcare, nutrition and financial assistance.
War Child UK
War Child UK helps children affected by armed conflict. Its work includes education, protection, recovery support and children’s rights.
BRAC
BRAC works to reduce poverty and improve access to education, healthcare, social development and opportunities for women.
Clothing Range and Design Style
The current collection includes a broad selection of women’s clothing. Customers can choose from dresses, tops, T-shirts, tanks, trousers, shorts, skirts and sweatwear. Ninety Percent originally became known for elevated basics. These included organic cotton T-shirts, simple dresses, bodysuits, sweatshirts and comfortable trousers. The brand later introduced more fashion-focused designs while keeping a relaxed and wearable identity.
Its clothing often combines simple colours with distinctive shapes. Seasonal collections include lightweight summer pieces, halterneck tops, draped garments, soft skirts and versatile separates suitable for holidays, work and evening occasions. The official online shop has shown products in UK sizes 4 to 18. Prices vary according to the design, fabric and collection. Basic tops are usually more affordable, while tailored trousers, dresses and special designs cost more.
Materials Used by Ninety Percent
The company gives strong attention to natural, renewable and certified fabrics. Its sustainability details identify organic cotton, TENCEL™, ENKA® viscose, MicroModal, EcoVero™ and linen. Organic cotton is breathable, durable and biodegradable. The company states that its organic cotton is certified by the Global Organic Textile Standard, known as GOTS.
TENCEL™ is made from eucalyptus wood pulp. It is lightweight, smooth and breathable, making it suitable for dresses, tops and garments worn close to the skin. MicroModal is a soft, lightweight fabric made from renewable wood sources. EcoVero™ and ENKA® viscose are also produced from wood-based materials.
The brand states that its fabrics are vegan. It also uses plant-based buttons made from BioResin and corozo. Its zips and rings are made from nickel-free metal, while some zip tape uses recycled polyester certified by the Global Recycled Standard.
Production in Bangladesh
Most of the brand’s collections are produced through Echotex in Gazipur, Bangladesh. Ninety Percent presents Echotex as a factory focused on worker welfare, efficient production and reduced environmental impact. The factory is said to provide health insurance for workers and their families, maternity and paternity leave, free meals, childcare and access to an on-site doctor. The company also highlights support for female workers, including personal development, sanitary products and reproductive health training. These policies are intended to create safer and more supportive working conditions.
Water and Energy Measures
Echotex uses an effluent treatment plant to treat wastewater from production. Ninety Percent states that the factory operates a Zero Liquid Discharge system, allowing wastewater and some chemicals to be recovered and reused. The factory also collects rainwater for use in wet processing and other operations. Energy-saving sewing machines, LED lighting and heat-recovery technology are used to reduce electricity consumption.
The brand states that its dyeing systems use less water than many conventional dyeing plants. It also claims major annual energy savings and lower greenhouse-gas emissions through improved machinery and production methods.
Delivery, Returns and Customer Service
Ninety Percent ships to the United Kingdom and international destinations. UK standard delivery is free for orders above a stated spending threshold, while smaller orders carry a delivery charge. International delivery charges depend on the destination and order value. Customers outside the UK should check duties, taxes and delivery costs at checkout before placing an order.
The usual return period is 14 days from delivery. Items must be unused, unwashed and returned with their original labels and tags attached. UK customers pay a return-label fee, while international customers normally pay their own return costs. UK exchanges may be free within the stated period, subject to stock availability. Refunds are generally processed after the returned parcel reaches the company’s returns department.
Public Reputation
Customer experiences are mixed. Some customers praise the clothing’s design, comfort, fabric quality and long-lasting basics. Other customers have raised concerns about delivery delays, sizing, return charges, garment durability and slow customer service. Trustpilot shows both highly positive and highly negative reviews, but the total number of reviews remains small.
For this reason, customers should check the latest delivery and return conditions before ordering, especially when buying from outside the UK.
Final Assessment of Ninety Percent
Ninety Percent stands out because it connects fashion with charitable giving and worker participation. Its strongest feature is the clear promise to share 90% of distributable profits rather than keeping the entire return within the business. The brand also uses certified materials, plant-based components and a manufacturing partner with extensive environmental and worker-welfare programmes.
However, customers should remember that many sustainability figures come from the company’s own published claims. Delivery charges, return costs and customer service experiences also deserve careful attention. Overall, Ninety Percent is a genuine London fashion company with a distinctive social purpose, modern clothing collections and a business model designed to place people and the planet closer to the centre of fashion.
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