Ninety Percent is a London-based fashion label founded in 2018 by Shafiq Hassan and Para Hamilton. The brand is distinguished by its commitment to sustainability and social responsibility, allocating 90% of its distributed profits to charitable causes and the individuals involved in the production process. This innovative business model positions Ninety Percent at the forefront of the sustainable fashion movement, emphasizing both environmental impact and social equity.
Key Strategic Focus
Ninety Percent's strategic focus centers on creating minimalist, timeless apparel that aligns with contemporary lifestyles. The brand specializes in responsibly sourced materials, including Global Organic Textile Standard (GOTS) certified organic cotton, TENCEL™ fibers, SeaCell™ fibers, natural linen, and hemp. These materials are selected to minimize environmental impact and promote garment longevity. The primary market comprises environmentally conscious consumers seeking high-quality, ethically produced clothing.
Financials and Funding
Specific details regarding Ninety Percent's funding history and financial performance are not publicly disclosed. However, the brand's unique profit-sharing model, which donates 90% of distributed profits to charitable causes and production partners, underscores its commitment to ethical business practices.
Pipeline Development
Ninety Percent continually develops its product line to include a wide range of women's clothing, such as tops, camisoles, T-shirts, tank tops, cardigans, skirts, pants, shirts, sweatshirts, sweaters, blouses, bottoms, shorts, socks, hosiery, footwear, dresses, loungewear, sleepwear, undergarments, hats, gloves, and scarves. The brand emphasizes limited edition releases and collaborations, ensuring that each collection aligns with its sustainability goals and ethical standards.
Technological Platform and Innovation
Ninety Percent leverages advanced technologies to enhance customer engagement and operational efficiency. The brand utilizes platforms such as Hotjar for analytics, Shopify for e-commerce, and Mailchimp for email marketing. These tools enable Ninety Percent to optimize its online presence and provide a seamless shopping experience for customers.
Leadership Team
The leadership team at Ninety Percent includes:
- Shafiq Hassan, Co-founder, brings extensive experience in the fashion industry and a strong commitment to ethical business practices.
- Para Hamilton, Co-founder, focuses on integrating sustainability and social responsibility into the brand's core operations.
- Louise Langkilde, Head of Design, appointed in December 2021, previously served as a senior womenswear designer at COS, contributing to Ninety Percent's creative direction and design excellence.
Competitor Profile
Market Insights and Dynamics
The sustainable fashion market is experiencing significant growth, driven by increasing consumer awareness of environmental and social issues. Consumers are seeking brands that align with their values, emphasizing ethical production and sustainability.
Competitor Analysis
Key competitors in the sustainable fashion industry include:
- Amour Vert: Specializes in sustainable women's clothing, emphasizing eco-friendly materials and ethical production.
- Cuyana: Focuses on timeless, high-quality essentials with a lean towards sustainability and minimalism.
- Reformation: Known for its trendy, sustainable women's clothing, utilizing eco-friendly fabrics and practices.
- Everlane: Offers modern basics with a commitment to transparency and ethical manufacturing.
- Pact: Provides organic, fair-trade clothing for men, women, and children, emphasizing sustainability.
These brands share a commitment to sustainability and ethical practices, contributing to a competitive landscape that values environmental responsibility.
Strategic Collaborations and Partnerships
Ninety Percent has engaged in strategic collaborations to enhance brand visibility and support charitable causes. Notably, the brand partnered with Net-A-Porter to create a limited-edition T-shirt for International Women's Day, showcasing its commitment to social responsibility and expanding its reach within the fashion industry.
Operational Insights
Ninety Percent's distinct profit-sharing model and dedication to sustainability provide a competitive advantage in the fashion industry. By allocating 90% of distributed profits to charitable causes and production partners, the brand differentiates itself from competitors and appeals to consumers seeking ethical and sustainable fashion options.
Strategic Opportunities and Future Directions
Looking ahead, Ninety Percent aims to expand its product offerings and explore innovative sustainable materials to further reduce environmental impact. The brand seeks to inspire other fashion companies to adopt similar ethical models, contributing to a more responsible and conscientious industry. By maintaining its commitment to quality, sustainability, and social responsibility, Ninety Percent is well-positioned to capitalize on the growing demand for ethical fashion.
Contact Information
- Website: ninetypercent.com
- Headquarters: London, United Kingdom
For more information, visit Ninety Percent's official website.
