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Ninety Percent was founded in London in 2018, born of the friendship between Para Hamilton and Shafiq Hassan. Our label is established on their revolutionary spirit of care, with a promise to share 90% of our profits with charity.Back in 1988, Para and Shafiq met in London and bonded over conscious thoughts on wildlife, anti-poverty, world music and disappearing tribesmen and crafts. For over 30 years, their shared values have powered their friendship and business endeavours in the fashion industry. They set up a pioneering ethical manufacturing facility in Bangladesh and later established Ninety Percent to keep making tangible strides for a better world.

• •Fashion
• •Women's Fashion