From a bond that formed thanks to their mutual love of food, John Lennon, and the planet, womenswear label Ninety Percent was founded on the belief that good clothes doesn't mean destroying the planet. Tracing its roots to London, England, the brand was established by designer duo Para Hamilton and Shafiq Hassan in 2018, armed with decades-long experience in the garment industry. Aside from implementing sustainable methods in their practices, the label also—as is the inspiration for their name—distributes 90% of its profits between its workforce and other charitable causes. Ninety Percent touts a wide collection of pared back designs that elevate a woman's daily essentials wardrobe all while supporting worthy and timely endeavours.