Back to school in our new responsible denim

Back to school in our new responsible denim

At our core, we’re a responsible ready-to-wear brand crafting premium wardrobe essentials from the finest sustainably sourced materials. Over the years, we’ve introduced a range of new fabrics including SeaCell™, Lyocell crepe, wovens – organic cotton poplin and twill – and our innovative vegan knits. This autumn, we’re excited to be launching our first sustainable denim collection with coveted styles for women and men, from the perfect pair of jeans to the classic denim jacket and a cool shirt-cum-dress.

As with every new fabric entering our collections, we’ve selected the most responsible option with the lowest environmental impact possible to create our denim capsule. After a lot of research, we decided to work with denim experts Troficolor in Portugal who produce GOTS-certified organic cotton denim. The fabric is sturdy yet comfortable, supple yet resistant, to create the best quality products that will last for many seasons to come. 

 

 

At Ninety Percent we like to do things differently. So we’ve chosen a natural colour for our denim range, instead of the classic indigo dye which is conventionally damaging our rivers and oceans. Dyed with mineral dyes based on clay, the organic fabric has a neutral, earthy tone and is finished with a similarly natural coating. The low-impact dyeing process using only bio-resins and natural enzymes is shorter, meaning less water and energy are being used compared to chemical dyeing. Thanks to the use of innovative technology, the colour is long-lasting and not harmful to the skin, in addition to being planet friendly. 

Our latest collection is all about nature and its ability to renew itself. So you’ll find some of our men’s denim pieces – jeans and a jacket – adorned with a graphic floral print inspired by the British countryside. It’s our way of celebrating Mother Earth and making sure we preserve it for the future generations.