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Based out of Camden in London, Ninety Percent approaches fashion a little bit differently as customers can enjoy beautiful basics that are responsibly made. Ninety Percent creates pared back, luxury basics to elevate the every day. We’re talking well-cut organic cotton sweats, detail-driven jersey staples and beautifully crafted knits from organic merino. Best of all, Ninety Percent shares 90% of their distributed profits between charitable causes and those who make their collection happen. As summarised by ELLE, Ninety Percent is “a ground breaking concept label of well-made wardrobe basics that prioritises people and product over profit”.

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