Collection:
Ninety Percent Softies
Ninety Percent is a London brand with a business model that at first glance looks like a typo: ninety per cent of distributed profit goes not to shareholders but is split between charitable projects and the people who actually sew the clothes.
Customers vote after purchase on where their share goes, so giving is not a boardroom decision but a community one.
The brand grew from the background of ethical manufacturing in Bangladesh — the very country fast fashion has used for decades as the world’s anonymous sewing room — and flipped the logic: instead of pressure for the lowest price, a share of the result.
Add organic and recycled materials, minimalist London-school design and transparency that can take questions.
Ninety Percent is a radical experiment with a simple thesis: a company can make do with a tenth when the product is good and the chain is honest.
The rest should go back to where the value was created.
Maths that shouldn’t be revolutionary.
In fashion, it still is.
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