Ninety Percent

Ninety Percent is a responsible ready-to-wear clothing brand founded in London. It was born out of a 30-year strong friendship between Para Hamilton and Shafiq Hassan who shared their beliefs on wildlife, anti-poverty, world music and disappearing tribesmen and craft. Their common values led to a promise, that is to share 90% of their distributable profits to causes close to their hearts and their people. This revolutionary spirit of care further evolved when Elliot Atkinson joined the team as creative director in 2022. His refined vision and aesthetic language connects the clothes back to Earth by designing pieces that fit into the ebb and flow of our current lifestyles. Moreover, Ninety Percent crafts pieces using low-impact, vegan and certified organic materials that prioritize quality. The UAE edit features sweatshirts, shorts, t-shirts, jackets and hoodies that’ll bring the brand’s responsible ethos into your daily life.

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