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Ninety Percent was founded in London in 2018, born of the friendship between Para Hamilton and Shafiq Hassan. With our promise to share 90% of our profits between our people and the causes close to our heart, our label is established on their revolutionary spirit of care.
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. Now with Ninety Percent, they’re making tangible strides for the world we want.
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For The World We Want.