If you resolved to dress more ethically and sustainably in 2018, Ninety Percent is the new label to have on your radar. The London-based luxury womenswear brand – which launched just this month – donates 90 per cent of its profits to charitable causes, aiming to challenge poor working conditions in the fashion industry and to help reduce our negative impact on the environment.
The company's mantra of #DressBetter is part of an effort to kick-start a consumer movement that empowers both the makers and the wearers of the clothes. This works by sharing 90 per cent of distributed profits between a diverse range of charitable causes and those who make the collection happen. Customers have a say in where the money goes, too. After each purchase comes the option to vote for a cause.
Materials and manufacturing are also closely monitored to achieve the aim of being more ethical and sustainable, with everything sourced only from suppliers that operate under the best codes of practice.
All this does not – as it sometimes can – take away from the chic appeal behind Ninety Percent's collections, however. The starting point for the brand was to create a label that was trend- and design-focused, while still adhering to their core beliefs around sustainability. It is a meeting point of ethics and aesthetics.
The brand's first collection is made up of capsule pieces – think roll necks, sweatpants, knitwear – with more statement, feminine designs including an asymmetric top, a ruched dress and a slogan T-shirt.
You can currently shop the label online with prices ranging from £30 for a simple vest to £350 for a cashmere-blend cardigan.
