Launched in 2018, Ninety Percent is a British fashion company known for sharing 90% of the distributed profits between charitable causes and people who make the collection happen. The brand manufactures and distributes ready-to-wear collections with a feminine style, contemporary and low maintenance where the design focuses on the fit of the clothing item.
The company sources fabrics from reputable suppliers and uses organic cotton and Tencel. It was born from the Echo Souring business, established by Shaffiq Hassan. Hassan teamed up with former Net-A-Porter.com buying manager to establish the business, which is determined demonstrate an alternative approach to capitalism via its ethical treatment of staff and suppliers and its use of sustainable materials.