The Story
In a fashion industry often criticized for prioritizing profit over purpose, Ninety Percent has turned the traditional business model on its head. Founded on the radical premise that businesses should give back more than they take, this London-based brand shares 90% of its profits between the people who make their clothes and charitable causes that align with their values—keeping just 10% to reinvest and grow sustainably.
What started as a bold experiment in conscious capitalism has evolved into a blueprint for how fashion can be a force for good. Every piece in their collection, from their bestselling Iphis tops to flowing summer dresses, represents not just considered design and sustainable materials, but a direct contribution to positive change in the world.
The brand's commitment to transparency extends far beyond their profit-sharing model. Their garments are crafted from materials like TENCEL™ MicroModal—a silky-soft fabric made from sustainably sourced beech trees—and organic cotton, all produced with zero wastewater. This dedication to environmental responsibility runs through every aspect of their operations, from the fabrics they choose to the packaging they use.
Ninety Percent's design philosophy centers on creating modern wardrobe essentials that transcend seasonal trends. Their pieces are designed for versatility and longevity, with flattering cuts and comfortable fits that work seamlessly from desk to dinner. The brand's color palettes draw inspiration from nature—think dusky pink, cornflower blue, and buttermilk yellow—creating a cohesive aesthetic that feels both contemporary and timeless.
The impact of Ninety Percent's model extends far beyond individual garments. By ensuring that the majority of their profits flow directly to garment workers and charitable organizations, they're actively working to address some of fashion's most pressing issues—from fair wages to environmental conservation. This approach has earned them B Corp certification, recognizing their commitment to balancing profit with purpose.
As consumers increasingly seek brands that align with their values, Ninety Percent offers something genuinely different: the opportunity to look good while doing good. Every purchase becomes an act of activism, supporting both the skilled artisans who create beautiful clothes and the organizations working to build a more equitable and sustainable future.
