Founded in London in 2018 as a response to the fashion industry’s need for more responsible labels, Ninety Percent reflects the growing demand for brands focused on community and care: indeed, its very name reflects the amount of profit that goes directly to the people involved in the business. Items such as the lightweight Tadeo polo shirt are made from GOTS-certified organic cotton in an industry-leading facility owned by one of the label’s founders, where workers receive three free meals a day as well as health insurance for themselves and their families.
