About Us

Ninety Percent was founded in London in 2018, born of the friendship between Para Hamilton and Shafiq Hassan. It was built on one promise: when we make a profit, 90% of it is shared with five causes and the people behind our clothes.

Para and Shafiq met in London in 1988 and bonded over wildlife, the fight against poverty, world music and disappearing crafts. For more than 30 years, those shared values have shaped their friendship and their work in fashion. They set up a garment factory in Bangladesh with worker welfare at its heart, and later started Ninety Percent to keep making tangible strides for a better world.

When we make a profit, 90% of it is shared between five causes and the people who make our collections happen.

PROFIT SHARING

We make everyday essentials with care. From natural and innovative materials to our design studio in London, we work to reduce our impact on people and the planet.

SUSTAINABILITY & MATERIALS