This Fashion Brand Donates 90 Of Its Profits To Charity

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by: Chloe Mac Donnell
8 Feb 2018

Meet, NINTY PERCENT, a new womenswear brand that has set out to challenge fashion industry standards.

Co-founded by Shafiq Hassan, a successful factory owner in Bangladesh alongside London based creatives Para Hamilton and Ben Matthews, the brand will donate 90 per cent of distributed profits with 80% of profit going to a charity pre-assigned to the brand and a further 10% to the people that make the clothes.

Encouraging women to #DressBetter, the brand says it aims to prioritise ‘product and people over profits’ and that they ‘hope to start a consumer movement to empower makers and wearers alike.’

The charities currently supported by the company include War Child, Big Life Foundation and Children’s Hope, which supports impoverished young people in Bangladesh, where much of the company’s clothes are produced. With each purchase, the consumer is invited to vote for their cause, which will further aid in dictating where the money is going.

The brand also ends the common misconception that sustainable fashion can’t be trend focused with a thoroughly chic and modern debut collection. Think sports luxe silhouettes, cashmere-blend knits and slinky dresses. Prices range from £30-£350. while materials and manufacturing have been chosen carefully and sourced only from industry best-practice suppliers in Bangladesh, China, Italy, Japan, India and Turkey.

Shop the full collection here









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