I got Ninety nine problems but Basics ain’t one – Ninety Percent Menswear

Ninety Percent, a London-based sustainable womens and Menswear label that shares 90% of their profits. Creating a pioneering business model, to try and approach the fashion industry differently.

Way back in 1988, the 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 then in 2018, Ninety Percent was born out of a revolutionary caring spirit with a model that is based on sharing and 360-degree empowerment. They share 90% of their distributed profits between charitable causes and those who make their collection happen. Then they invite you to vote for your chosen cause using the unique code found in their garment’s care label.

At Ninety Percent, they do pared back, luxury basics to elevate the everyday. Well-cut organic cotton sweats, detail-driven jersey staples and comfortable tops crafted from soft TENCEL. These are clothes built to last, and love. They don’t believe in short-lived trends and hope that once you have finished with your Ninety Percent garment you’ll pass it on for somebody else to love, too.

Whilst the brand has previously been available for purchase on Mr Porter, Ninety Percent’s collection ofresponsibly made, timeless essentials will be sold for the very first time directly at ninetypercent.com.From perfectly-cut T-shirts to the comfiest organic cotton hoodies in neutral colourways, this collection brings premium quality staples to form a capsule wardrobe of everyday pieces, that are the perfect choice for you, and the planet.

“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


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