About Us

Ninety Percent was founded in London in 2018, born of the friendship between Para Hamilton and Shafiq Hassan. Our label is established on their revolutionary spirit of care, with a promise to share 90% of our profits with charity.

Back in 1988, Para and Shafiq met in London and bonded over conscious thoughts on wildlife, anti-poverty, world music and disappearing tribesmen and crafts. For over 30 years, their shared values have powered their friendship and business endeavours in the fashion industry. They set up a pioneering ethical manufacturing facility in Bangladesh and later established Ninety Percent to keep making tangible strides for a better world.

Each year, we’ll share 90% of our distributable profits between the people that make our collections happen and five charitable causes. We put a genuine care for our people and the planet at the heart of our endeavours.

PROFIT SHARING

We make sustainable clothes in a responsible way. From natural and innovative materials to our design studio in London, we aim to have the lowest impact on people and the planet.

EXPLORE RESPONSIBILITY