Ninety Percent: Ethical Essentials for Modern Wardrobes

Ninety Percent: Conscious Clothing for a New Era of Luxury

In a fashion landscape increasingly defined by extremes — fast cycles on one end, inflated “eco” narratives on the other — Ninety Percent offers something unusually grounded: modern essentials shaped by ethics, comfort, and quiet refinement. Founded in London, the brand is built on a simple but radical idea: to share 90% of distributed profits with charitable causes and the people behind the clothes.

But Ninety Percent is not a charity project dressed as fashion. It is a fully realised wardrobe built on organic fibres, soft tailoring, and a warm minimalism that feels perfectly aligned with The LuxEco Edit’s values of considered consumption and lasting design.

Their appeal lies in a rare combination — clothes that feel good, look effortless, and are anchored in traceability rather than rhetoric.

The Philosophy: Essentials with Depth

Ninety Percent’s design language is understated: clean silhouettes, softened lines, neutral palettes, and unfussy proportions. But behind that simplicity sits a clear purpose — to prove that responsibility and desirability can coexist in daily wear.

The brand focuses on wardrobe-building pieces rather than seasonal statements. Think:

• Ribbed dresses cut to flatter but never constrict

• Relaxed trousers with soft, fluid movement

• Organic cotton layers for every season

• Minimal knitwear that balances drape and structure

This approach resonates with the slow-fashion themes you explore in Circular Fashion — fashion that supports longevity through intentional design choices rather than trend logic.

Material Intelligence: Organic, Regenerative & Honest

Ninety Percent works primarily with GOTS-certified organic cotton, Tencel™ Lyocell, responsibly sourced wool, and certified low-impact materials. What stands out is their insistence on transparency — each product page breaks down fibre content, certifications, and impact considerations.

Key material principles include:

• Organic cotton grown without synthetic pesticides

• Tencel™ made in closed-loop systems

• Plant-based dyes and low-impact processes where possible

• Minimal poly blends, prioritising recyclability

The aesthetic outcome of these materials feels soft yet structured — a balance that mirrors the tactile minimalism seen in brands like Filippa K or Bite Studios, but with a uniquely approachable warmth.

Their material philosophy seamlessly aligns with the feature on Asket, where transparency is positioned as a non-negotiable value rather than a marketing line.

Design That Centres Comfort Without Sacrificing Elegance

Comfort-led design can often feel casual to a fault, but Ninety Percent manages to elevate softness into sophistication. Their pieces are intentionally relaxed without collapsing into athleisure.

Their silhouettes follow three guiding ideas:

• Ease — movement that feels fluid and natural

• Soft minimalism — no loud branding or visible logos

• Longevity — cuts designed to complement rather than dominate

Think longline rib-knit dresses, wide-leg trousers with sculpted waistbands, off-shoulder jersey tops, or draped midi skirts that read as polished rather than trend-driven.

This kind of quiet confidence echoes your recent Fashion Lens themes around design that endures and wardrobe integrity.

Ethical Production & The 90% Profit Model

One of the brand’s defining pillars is its profit-sharing structure — 90% of the brand’s distributed profits are donated to charitable causes or shared with the makers. It is one of the most transparent and progressive profit models in contemporary fashion.

Ninety Percent partners with global charities that support:

• Women and children’s welfare

• Community education initiatives

• Environmental regeneration projects

This structure reframes the value chain: instead of sustainability being a “feature,” it becomes the foundation.

Why Ninety Percent Fits The LuxEco Edit Aesthetic

For readers — sustainability-aware, design-conscious, and drawn to quiet luxury — Ninety Percent lands in the sweet spot between wearability and principle.

It aligns with three The LuxEco Edit pillars:

1. Material intelligence — traceable fibres with real certifications
2. Design that endures — timeless cuts that integrate into long-term wardrobes
3. Ethical transparency — a business model built on responsibility, not narrative

This is the same triad you explored with Billy Tannery and Eileen Fisher, making Ninety Percent a natural addition to your Fashion page.

Hero Pieces Worth Highlighting

• Organic Cotton Maxi Dress: a soft, sculptural everyday essential

• Lyocell Wide-Leg Trouser: drape and structure balanced with ease

• Ribbed Knit Set: understated elegance with tactile warmth

• Soft Jersey Tops: elevated basics for layered dressing

These pieces are wardrobe stabilisers — the kind that make getting dressed intuitive, not effortful.

Editorial Reflection: Quiet Radicalism

There’s something quietly radical about clothing that doesn’t shout — that earns its place through comfort, integrity, and design intelligence.

Ninety Percent reminds us that the future of fashion may not belong to the loudest trends, but to the brands that build value from the inside out.
Clothes that feel good, sit well, and mean something — ethically and aesthetically — are shaping a different kind of luxury.

In a world of churn, this brand offers clarity: style that respects both body and planet.

👉 Explore Ninety Percent here