Bringing together ethics and aesthetics, without compromising on style - focus is on changing the fashion industry for the better.
Offering women the option to #DressBetter in a label that prioritises product and people over profits, NINETY PERCENT hopes to start a consumer movement that empowers makers and wearers. Based on a pioneering, positive business model we'll share 90% of distributable profits between a diverse range of charitable causes and those who make the collection happen. Customers will have a say in where the money goes; with each purchase comes the option to vote for a cause. The concept aims to challenge an industry marred by poor working conditions and its negative environmental impact by engaging us with a positive and forward thinking alternative.
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