Ninety Percent

Launched in 2018, London label Ninety Percent was founded by Para Hamilton and Shafiq Hassan. The duo shares a passion for people and the planet, which is why the brand prioritises sustainability as well as ethical pursuits – 90% of its distributed profits go to charity and the people who make the clothes. The brand also doesn’t believe in trends; that’s why each collection is filled with simple, pared-back essentials that are made for longevity from high-quality fabrics.