Launched in 2018, London label Ninety Percent was founded by Para Hamilton and Shafiq Hassan. The duo shares a passion for the planet, which is why the brand prioritises sustainability as well as ethical pursuits – 90% of its distributed profits go to charity. The brand also doesn’t believe in trends; that’s why each collection is filled with simple, pared-back basics that are made for longevity from high-quality fabrics.
From the 3rd February to the 3rd April, shop the Ninety Percent pop-up instore on the Third Floor of Harvey Nichols Knightsbridge. Learn more.