About Ninety Percent
Ninety Percent, a fashion label originating from London in 2018, has emerged as a trailblazer in the industry, founded on the profound friendship between Para Hamilton and Shafiq Hassan. The brand's roots trace back to 1988 when the founders connected over shared values encompassing wildlife preservation, anti-poverty initiatives, world music, and the preservation of disappearing tribes and crafts. Over three decades later, Ninety Percent was born, encapsulating their revolutionary spirit of care and commitment to a sustainable future.
At the heart of Ninety Percent's ethos is an unwavering commitment to sustainability. The brand has redefined conventional practices in the fashion industry, aiming to interrogate and mitigate its impact on the planet with each collection. The journey begins with a meticulous examination of the materials used, emphasizing transparency and traceability across the supply chain. Ninety Percent prioritizes the use of natural, renewable, and certified organic materials in their collections. Notably, they exclusively employ GOTS-certified organic cotton, grown without pesticides, and TENCEL™, a sustainable fabric made from Eucalyptus wood pulp. These choices reflect their dedication to crafting garments that not only stand the test of time but also embody a commitment to environmental stewardship.
In their pursuit of sustainability, Ninety Percent extends beyond material choices to embrace responsible practices in garment care. The brand advocates for a mindful approach, encouraging consumers to refrain from frequent washing and instead spot clean marks or stains. They endorse cold washing at 30° to conserve energy and preserve garment colors. The emphasis on air drying and reshaping garments flat is a testament to their dedication to preventing fiber degradation and maintaining the integrity of each piece. In the realm of finishes, Ninety Percent goes the extra mile, incorporating plant-based Mother of Pearl and Corozo buttons, showcasing their commitment to biodegradable alternatives.
In a fashion landscape where longevity is often overshadowed by trends, Ninety Percent champions a holistic approach to garment preservation. Partnering with the repair and alteration app SOJO, the brand encourages consumers to mend and tailor their pieces for a bespoke fit and extended life. Their dedication to maintaining garments is evident through the recommendation of clothes shavers for de-bobbling knits, ensuring they can look brand new for an extended period. The brand also advocates for creative repurposing, urging consumers to breathe new life into pieces that may have seen their prime. This multifaceted approach aligns with their overarching mission of fostering a circular fashion economy and reducing the environmental impact of clothing disposal.
Ninety Percent's commitment to sustainability extends to every aspect of their operations, from careful material selection and responsible garment care to innovative approaches for prolonging the lifespan of clothing. By setting new standards and embracing eco-friendly practices, Ninety Percent emerges not just as a fashion label but as a beacon of conscious consumerism, paving the way for a more sustainable and compassionate future in the fashion industry.
