Ninety Percent: Ethical Fashion, Sharing 90% of Profits
- Kitty
- Oct 25, 2024
- 3 min read
Updated: Mar 16
Brand Overview
Ninety Percent is a London-based sustainable fashion brand, founded in 2018, that is revolutionizing ethical fashion through its profit-sharing business model. Unlike traditional brands, Ninety Percent shares 90% of its profits with both workers and charitable causes, ensuring a direct social impact with every purchase. Known for their minimalist, everyday essentials, the brand prioritizes sustainable materials like organic cotton, TENCEL™, and recycled fibers, making them a go-to for timeless, conscious fashion.
Ethical Business Model
Ninety Percent operates with a game-changing approach—they let customers vote on where the brand’s profits go, ensuring that both workers and nonprofit organizations benefit. This profit-sharing system allows shoppers to actively shape the brand’s impact, making each purchase a statement of ethical consumption.
Why It Matters - 90% of profits are distributed to workers and charities, creating a ripple effect of positive change. - Customers actively participate in deciding which causes receive funding. - The model empowers individuals and communities, proving that fashion can be both stylish and socially responsible.
Why Organic Cotton?
The fashion industry is a major environmental offender, particularly cotton farming, which is resource-intensive. Ninety Percent ensures a more sustainable alternative by using organic cotton, which has multiple benefits:
71% Less Water Usage – Organic cotton requires significantly less water than conventional cotton.
Free from Harmful Chemicals – Grown without pesticides, protecting farm workers and ecosystems.
Promotes Soil Health – Organic farming preserves soil fertility and reduces pollution.
By choosing organic cotton and other sustainable fabrics, Ninety Percent supports responsible farming practices while delivering high-quality, long-lasting clothing.
Fit and Comfort
Designed with both comfort and style in mind, Ninety Percent’s pieces are wardrobe staples that feel as good as they look. Based on my experience:
I wear a UK size 6, and their pieces fit true to size.
Their organic cotton and TENCEL™ fabrics are ultra-soft, breathable, and perfect for layering.
The tailored yet relaxed fit makes them suitable for both casual and professional settings.
Pro Tip: To extend the life of your organic cotton pieces, hand wash in cold water and air dry to maintain their softness and shape.
Why I Love Ninety Percent
What makes Ninety Percent stand out? They seamlessly blend fashion with impact, proving that style and sustainability can coexist. Here’s why they’ve earned a place in my wardrobe:
Their commitment to sustainability and profit-sharing.
Premium eco-friendly materials like organic cotton, TENCEL™, and recycled fibers.
Attention to ethical details, such as BioResin buttons and nickel-free zippers, which are both eco-conscious and stylish.
Their approach allows me to invest in timeless, comfortable pieces while knowing I’m supporting ethical business practices.
Sustainability at Ninety Percent
Sustainability is at the core of Ninety Percent’s identity. They implement eco-friendly practices across their supply chain, ensuring transparency and ethical production.
Key Sustainability Initiatives:
GOTS-Certified Organic Cotton – Ensuring sustainable and fair trade cotton sourcing.
Ethical Production – Collaborating with suppliers that uphold fair wages and safe working conditions.
Circular Fashion Approach – Designing quality-over-quantity pieces, reducing fashion waste.
Transparent Supply Chain – Providing accountability at every stage of production.
Did You Know? TENCEL™ requires 95% less water than conventional cotton, making it one of the most sustainable fabrics available.
My Favorite Ninety Percent Picks
These comfortable, loose-fitting trousers are perfect for weekends or casual workdays, made with soft, breathable organic cotton.
A winter wardrobe essential, this top pairs effortlessly with almost anything and is perfect for layering.
This classic white shirt features dramatic sleeves, making it perfect for elevating any outfit, whether for work or leisure.
How to Style Ninety Percent Ninety Percent’s minimalist pieces can be styled for both business and leisure: - Pair their basic pieces with bold accessories to create a modern, polished look. - Layer their versatile items for a stylish, timeless ensemble for work or weekend wear. - Keep it simple and elegant—their high-quality fabrics speak for themselves.
My Honest Review
Ninety Percent is at the forefront of ethical fashion, offering sustainable, high-quality garments that empower consumers and workers alike. With their commitment to organic materials, fair labor practices, and transparency, Ninety Percent is a brand that makes it easy to support conscious fashion while still enjoying stylish, minimalist designs.
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