Welcome to Ninety Percent. We’re a luxury, sustainable fashion label reinvesting 90% of our profits back into the people and causes we believe in. We’re cultivating a culture of beauty that goes beyond our clothing, pioneering a new business culture rooted in community.

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, and our business culture focussed on profit sharing, with 360-degree equity for everyone involved in the creation of our collections.

Back in 1988, Para and Shafiq met and bonded over a love of world music, organic food, and disappearing tribes and craftsmen. For over 30 years, environmentally conscious values have powered their friendship and business endeavours.

In 2022, creative director Elliot Atkinson joined Ninety Percent, elevating our aesthetic language into a sophisticated vision for our customers and connecting the clothes back to nature. Capturing the sensuality of visiting uncharted destinations and feeling the sea, the earth – thus designing pieces that ultimately fit into the ebbs and flow of our current lifestyles.

Ninety Percent is more than a brand, it’s a community. From our headquarters to the factories, there is a connection between all the people behind our clothes and the planet. We know and respect our suppliers, factories and each garment maker in the value chain. This is how business should be done.

Find out more about our commitment here and the causes we support here.
What about our clothes? At Ninety Percent, we prioritise the use of low-impact, renewable and certified organic materials when designing our collections. We are proud to choose GOTS-certified cotton yarns, renewable and biodegradable Tencel™, natural linens and hemp, closed loop Tencel Lyocell and Oeko-Tex certified SeaCellOur packaging is 100% plastic free, sent in eco-mailers made from 100% recycled cardboard and biodegradable cornstarch garment bags.

Ready-to-wear clothing sculpted by hand, cut in the finest materials, selected to have the lowest impact on our global environment. Designed for longevity, made with purpose – for the world we want.

“We created a concept that is all about making maximum change with our profits, where our customers know they are being a part of a revolution in the way businesses are run. Why not change and find a new version of capitalism - our version? We’re trying a crazy idea and seeing if it connects with people.”

Shafiq Hassan, Co-founder