Here’s the truth: most fashion companies will entice you to buy that new, slinky cashmere sweater/leather leggings/stylish sneakers/whatever, all so they can take your money and turn a profit. Heck, that’s how any business in any industry works! Profit = success. But a newly launched London-based fashion label is taking a more altruistic approach to its business model.
Ninety Percent is a clothing line that celebrates ethical and sustainable practices, but not only that, the brand promises to donate 90 per cent of all of its sales. The funds will go back into the pockets of three groups: five per cent to the people who help make the clothes, another five per cent to those who run the brand, and the additional 80 per cent divided amongst a variety of affiliated charitable organizations that consumers can vote for.
“We are striving to improve our social and environmental legacy with a new business model that reinvests our profits across a range of organisations that safeguard people and the planet,” the brand writes on its website.
Ninety Percent’s design aesthetic is like a mix of Cos and Aritzia. Contemporary pieces, like bodysuits, tapered sweats, slouchy knitwear and maxi skirts, in mostly neutral hues with a few pops of colour and patterns, make up the current offerings. Chances are, you’ll be hard pressed to find something you don’t want to add to your shopping basket while browsing its website.
Cashmere blend sweaters, anyone?
“Materials are chosen very carefully and sourced only from reputable suppliers. Most of our jersey pieces are made from organic cotton while Tencel, the holy grail of sustainable fibres, also features heavily in the collection,” the brand says. “Sometimes the materials needed to deliver the most luxurious pieces aren’t quite as sustainable as we’d like. When this happens, research begins on how to develop and improve for future collections. Sustainability is an endeavour that’s high on our agenda.”
While pricing on Ninety Percent’s website is in British pounds, shipping to Canada is indeed available. Yup, this means that your fresh (and oh-so sustainable) spring wardrobe is just a few clicks away. You’re welcome, and also, thank you.