Ninety Percent

Welcome to Ninety Percent. We’re a sustainable contemporary womenswear label based out of Camden in London, trying to approach the fashion industry a little bit differently…
Way back in 1988, our co-founders Para Hamilton and Shafiq Hassan met and a bond was formed over John Lennon, David Attenborough, world music, disappearing tribes and craftsmen, and the virtues of organic food, amongst other things. Back then, and somewhat ahead of her time, Para said to Shafiq, “Planet comes first”, and it’s this ethos that has powered their business partnership and friendship for 30 years in the garment industry – culminating in the creation of an industry-leading garment manufacturing facility in Bangladesh that puts planet and people before profit.
Launched in 2018, Ninety Percent was born out of this revolutionary caring spirit with a model that is based on sharing and 360-degree empowerment. To this end, we share 90% of our distributed profits between charitable causes and those who make our collection happen. Then we invite you to vote for your chosen cause using the unique code found in your garment’s care label.