In a world where “fast fashion” often dominates the conversation, Ninety Percent stands as a powerful reminder that style and ethics can coexist beautifully. Launched in London in 2018 by founders Shafiq Hassan and Penny Olive, this brand has completely flipped the traditional business model on its head. While most companies prioritize profit above all else, Ninety Percent was built on a radical foundation: sharing 90% of its distributed profits between charitable causes and the people who make the clothes.

The Ninety Percent style is defined by “quiet luxury.” You won’t find loud logos or aggressive hardware here. Instead, the brand focuses on:

• Soft Silhouettes: Think fluid jersey dresses, perfectly draped oversized hoodies, and relaxed-fit trousers.
• A Sophisticated Palette: The brand is known for its incredible use of color—from “buttermilk” yellows and “cornflower” blues to earthy neutrals that feel timeless rather than trendy.
• Premium Basics: They have mastered the “elevated essential.” These are the pieces you reach for every morning because they feel as good as they look.

What truly sets the brand apart is its obsession with what goes into the fabric. They don’t just use organic cotton; they source GOTS-certified fibers, Tencel™, and recycled polyesters. Every garment is designed with longevity in mind, countering the “throwaway” culture of modern fashion. When you touch a Ninety Percent garment, the quality is immediate—the fabrics are exceptionally soft, breathable, and durable.

The most unique aspect of the brand is its voting system. Each garment comes with a unique code on the care label. Customers can go online, enter their code, and vote for which charity they want the brand’s profits to support—ranging from global environmental groups to local children’s charities. This transforms the act of shopping into an act of activism.

Ninety Percent caters to the “conscious consumer”—someone who wants to look chic and modern but refuses to ignore the human or environmental cost of their wardrobe. It’s a brand for the person who values a clean aesthetic and a clean conscience 99formed.com in equal measure. By proving that a luxury brand can be both profitable and philanthropic, Ninety Percent is setting a new standard for what it means to be a “fashion house” in the 21st century.

Would you like the next article to focus on industrial minimalism or perhaps a budget-friendly streetwear brand?