Ninety Percent: The fashion brand donating its profits to charity

Fashion is one of the most polluting industries in the world, but this company is working to make clothing more ethical

A brand-new fashion label has committed to donating 90 per cent of profits to charity.

Fashion is one of the most polluting industries in the world and it can be difficult to know how, as a consumer, you can make a difference to the impact it has on the environment.

But one brand is working to make clothing more ethical.

Having just launched this month, Ninety Percent – a London-based luxury womenswear brand – is aiming to challenge poor working conditions and the negative effect fashion has by donating the majority of its profits to a series of charities.

Co-founded by Shafiq Hassan and Para Hamilton, Ninety Percent manages to do what so many other brands before it have failed to – creating a label that not only adheres to core beliefs around sustainability but also looks and feels great.

So, how does it work?

All the materials and manufacturing processes have been carefully selected and sourced from industry best-practice suppliers.

Once a purchase has been made, the consumer will be given a unique code which they can then use to vote for the profits to go to one of the causes listed on the brand’s website.

Ninety Percent’s first collection is made up of capsule pieces or “elevated basics”: from slogan T-shirts and cashmere-blend jumpers to dresses.

You can currently purchase items from the label online with prices ranging from £30 to £350.

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