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Ninety Percent


How this Fashion Brand Is Truly Giving Back With a Profit-Sharing Model

Born in London in 2018 from the friendship between like-minded fashion professionals Para Hamilton and Shafiq Hassan, Ninety Percent is a responsible, luxury fashion label that goes beyond sustainability to the realm of meaningful community-building and philanthropy with every sale. In crafting their collections, the company focuses on responsible practices and materials, creating clothing that’s made to last. But what sets Ninety Percent apart is its profit-sharing model. Only 10% of profits go to shareholders; 80% goes to charitable causes and 10% goes to the communities and craftspeople who make the collections. In all that they do, Ninety Percent focuses on caring for people and the planet. It’s an ethos embedded at every point of the supply chain, from their head office to their factories; cultivating relationships, dignity and respect are key. All the charities they support are connected through care for people and the planet, too, including two environmental charities, Big Life and WildAid, and three charities focused on positive social impact, BRAC, Children’s Hope and War Child UK.

By Katy Brennan