Friday 12 September 2025, 00:01 to 23:59 BST

On Friday 12 September 2025, Ninety Percent will close our online store for 24 hours.
We are doing this in solidarity with the people of Gaza and to use our platform as a call to action.

As a brand built on the idea of sharing 90% of our profits with people and the planet, we cannot stay silent in the face of the humanitarian catastrophe unfolding in Gaza.

Families, and especially children, are enduring unimaginable suffering, loss & destitution.

For one day, instead of shopping, we ask you to take action. Ask your MP what they are doing to stop the deaths and violence in Gaza?

Join War Child and the Red Line for Gaza campaign, which calls an end to the suffering in Gaza.

Closing our store is a small act, but we hope it helps amplify the voices demanding peace, justice, and an end to the suffering.

Thank you for standing with us.

In solidarity,
Ninety Percent & War Child