Ninety Percent
Ninety Percent is a London-based DTC sustainable womenswear brand selling tops, dresses, trousers, and sweats through its Shopify storefront, shipping to 190+ countries while sharing 90% of profits with workers and charitable causes.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Ninety Percent does
Ninety Percent Ltd is a London-based direct-to-consumer sustainable womenswear brand that designs and sells a focused assortment of tops, dresses, trousers, shorts, skirts, sweats, and tanks/t-shirts through a single Shopify-powered e-commerce storefront at ninetypercent.com. Founded in 2018, the company ships to more than 190 countries and territories, supports multiple currencies including GBP, USD, EUR, AUD, and CAD, and prices items between approximately £17 and £115, with most products in the £25-£80 range. All garments are made from sustainable materials including organic cotton, TENCEL, and MicroModal, and the company runs an ongoing sale channel offering up to 40% off.
The company's defining structural feature is a profit-sharing model that distributes 90% of profits between its workers and charitable causes. This is operationally supported by vertical integration through Echotex, a garment factory in Gazipur, Bangladesh owned by co-founder Shafiq Hassan. Echotex offers workers free daily meals and was the first factory in Bangladesh to provide health insurance to all workers and their family members, and the operation is reported to produce zero wastewater. The company employs 11-50 people, is headquartered in Camden, London, and is registered in England as Ninety Percent Ltd (company number 8289980).
The go-to-market is purely product-led and direct-to-consumer, with no physical retail or marketplace presence disclosed. Marketing relies on owned social channels (Instagram, Facebook, Pinterest, TikTok), an email newsletter offering 10% off the first order, and an affiliate program. Payment options include Klarna and Clearpay for interest-free installments. No funding rounds, revenue figures, or detailed ownership structure have been disclosed.
Ninety Percent firmographics
Firmographics- Name
- Ninety Percent
- Legal name
- Ninety Percent Ltd
- Website
- https://ninetypercent.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ninety Percent is a London-based DTC sustainable womenswear brand selling tops, dresses, trousers, and sweats through its Shopify storefront, shipping to 190+ countries while sharing 90% of profits with workers and charitable causes.
- Ownership category
- akta.pro rank
Ninety Percent industry classification
Industry- Product category
- Sustainable Women's Apparel
- NAICS
- Apparel Manufacturing (315)
- SIC
- Retail-Women's Clothing Stores (5621), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Dresses, Skirts & Tailored Apparel Cut & Sew (Suits/Formalwear) (IMAOAEAF)
- akta.pro secondary industries
- Tops & Shirts Cut & Sew (T-Shirts/Shirts/Blouses) (IMAOAEAE), Knitwear & Sweaters Manufacturers (CRAAAAAJ), Sustainable & Certified Materials (Organic, Recycled, Traceable) (CRAAAMAK)
Keywords
Where Ninety Percent is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Ninety Percent business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Direct product sales: Direct e-commerce sales of sustainable women's clothing including tops, dresses, trousers, skirts, and sweatswear. Products are sold at fixed retail prices in GBP, with worldwide shipping. The company maintains a digital gift card program with denominations ranging from £50 to £500.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Full-price sustainable clothing |
| One time/ perpetual license | Pay-as-you-go | Digital gift cards |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Ninety Percent product offering
Product offeringCore offering
Ninety Percent designs, manufactures, and sells sustainable women's ready-to-wear apparel—including tops, dresses, trousers, sweats, skirts, and tanks/t-shirts—made from organic cotton, TENCEL, and MicroModal. Products are sold globally via its own e-commerce storefront at ninetypercent.com, supported by a vertically-integrated factory in Bangladesh and a profit-sharing model that distributes 90% of profits to workers and charitable causes.
Product overview
Ninety Percent is a sustainable women's fashion brand offering a direct-to-consumer e-commerce platform with clothing and accessories. The product portfolio includes ready-to-wear essentials organized across tops, dresses, trousers & shorts, sweats, skirts, and tanks & t-shirts, with seasonal collections like High Summer and curated sub-brands like Wardrobe Staples. All products are crafted from sustainable materials including organic cotton, MicroModal, and TENCEL, with a profit-sharing model that donates 90% of profits to workers and charitable causes. The brand operates exclusively online through ninetypercent.com, with integrated payment options including Klarna and Clearpay.
Differentiator
Problem solved
Functional benefit
Products and services
- Tops
Quantifiable outcome
- Zero wastewater in production
- +1 more outcomes
Companies that use Ninety Percent
Customer profileSegments2 records
Ideal customer profiles2 records
Ninety Percent technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Ninety Percent partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- EchotexcoreEchotex is an industry-leading garment factory in Gazipur, Bangladesh owned by Ninety Percent co-founder Shafiq Hassan. It operates with planet, people, and product at its heart, offering workers free daily breakfast, lunch, and dinner. It was the first factory in Bangladesh to offer health insurance for all workers and their family members. This vertically-integrated manufacturing operation is central to Ninety Percent's ethical production credentials.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Ninety Percent competitors and assessment
Company assessmentDirect peers
- Asket: Swedish DTC essentials brand built around transparency, traceability, and perennial garments. Highly comparable on the sustainability/transparency narrative, DTC-only model, and emphasis on wardrobe staples made from lower-impact materials.
- Everlane: US-based DTC apparel brand known for radical transparency and ethical-sourcing storytelling. Overlaps directly with Ninety Percent on the sustainable basics DTC model, supply-chain transparency narrative, and global e-commerce distribution.
- Sézane: Paris-based DTC womenswear brand with strong digital-first DNA and direct-to-consumer model. Comparable to Ninety Percent on the DTC e-commerce model, mid-premium price architecture, and a curated womenswear assortment, though with a French contemporary-fashion aesthetic.
- Reformation: Los Angeles-based sustainable womenswear brand selling dresses, tops, and trousers via DTC and select retail. Closely comparable to Ninety Percent on sustainable-materials positioning, DTC-led distribution, and womenswear category focus, though at larger scale and higher price points.
- Armedangels: German sustainable fashion label offering womenswear, menswear, and denim with organic and recycled materials. Comparable to Ninety Percent on the certified-sustainable DTC model and ethical supply-chain positioning, though with broader category coverage.
- People Tree: Pioneering Fair Trade and sustainable fashion brand with strong Bangladesh and India manufacturing ties. Highly comparable to Ninety Percent on ethical production credentials, womenswear assortment, and a similar mid-premium price band.
Emerging players
- Rapanui: UK-based sustainable DTC apparel brand operating its own wind-and-solar-powered factory on the Isle of Wight. Comparable to Ninety Percent on small-scale, factory-owned sustainable apparel production and DTC storytelling, with similar scale profile.
Broad incumbents
- Patagonia: Iconic outdoor and casual apparel brand with a deep ethical and environmental track record and B-Corp status. Overlaps with Ninety Percent on sustainability messaging and vertical manufacturing involvement, though vastly larger and broader in assortment.
- Eileen Fisher: Established US sustainable womenswear brand with a long-standing ethical-supply-chain reputation. Comparable on sustainable-womenswear positioning, though considerably larger, with a multi-channel wholesale and DTC footprint versus Ninety Percent's pure-play online model.
- Stella McCartney: Global luxury fashion house built around cruelty-free and sustainable practices. Comparable on the sustainability-leadership narrative and womenswear focus, but operates at a far higher price point and brand scale than Ninety Percent.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Ninety Percent social profiles
Digital presenceNinety Percent financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ninety Percent leadership team
Management profileNumber of profiles
Profiles1 record
Ninety Percent funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ninety Percent M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ninety Percent
What does Ninety Percent do?
Ninety Percent designs, manufactures, and sells sustainable women's ready-to-wear apparel—including tops, dresses, trousers, sweats, skirts, and tanks/t-shirts—made from organic cotton, TENCEL, and MicroModal. Products are sold globally via its own e-commerce storefront at ninetypercent.com, supported by a vertically-integrated factory in Bangladesh and a profit-sharing model that distributes 90% of profits to workers and charitable causes.
Is Ninety Percent a public or private company?
Ninety Percent is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ninety Percent founded?
Ninety Percent was founded in 2018. It employs 11 to 50 people.
Where is Ninety Percent based?
Ninety Percent is headquartered in London, United Kingdom, in the Europe region.
How does Ninety Percent make money?
One revenue line is on record: direct product sales.
Who are Ninety Percent's main competitors?
Direct peers on record are Asket, Everlane, Sézane, Reformation, Armedangels and People Tree. Rapanui is listed as an emerging player. Broad incumbents are Patagonia, Eileen Fisher and Stella McCartney.
Does Ninety Percent have an API?
No public API is recorded for Ninety Percent.
What industry is Ninety Percent in?
Ninety Percent's product category is Sustainable Women's Apparel. Its primary akta.pro industry code is IMAOAEAF, Dresses, Skirts & Tailored Apparel Cut & Sew (Suits/Formalwear), with a secondary code of IMAOAEAE, Tops & Shirts Cut & Sew (T-Shirts/Shirts/Blouses). Its NAICS code is 315 and its SIC code is 5621.