Ninety Percent

Talk about inspiration! Ninety Percent is a great example of a purpose-driven brand, founded by Para Hamilton and Shafiq Hassan. What makes them unique is their profit-sharing model, that as the name already suggests, donates 90 percent of their profits to their charity Children’s Hope.

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Para and Shafiq began their journey by setting up a garment factory in Dhaka in Bangladesh. Witnessing the negative impact of the fashion industry and climate change in Bangladesh, inspired them to set up Children’s Hope. This organization is dedicated to providing education to disadvantaged children in the urban slums of Dhaka, supplying health care, and supporting their families.

With full control over its factory’s operations, Ninety Percent has ensured that its workers benefit from fair and ethical working conditions. Strict human rights policies and social benefits—such as health insurance for all employees, maternity and paternity leave, free hot lunches, and on-site childcare—are key pillars of their operations. This holistic approach to worker welfare is a powerful example of what responsible manufacturing should look like.

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Sustainability is also at the heart of Ninety Percent’s ethos as well. Their factory continually strives to minimize its impact on the environment. For example, they have achieved full water recirculation, meaning that 100% of wastewater is recycled and reused in production. Ninety Percent prioritizes the use of natural, renewable, and vegan materials, such as organic cotton, TencelTM, viscose, and linen.

Combining contemporary style with durability, Ninety Percent’s clothes are designed to be timeless staples that fit perfectly into a capsule wardrobe — pieces you’ll cherish for years to come.

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There’s no doubt that the world would be a better place if more brands followed in Para and Shafiq’s footsteps. Their commitment to ethical practices, social responsibility, and environmental sustainability offers a blueprint for the future of fashion. And if you’re looking to upgrade your sustainable closet, Ninety Percent is a great place to start.

 

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