Ninety Percent

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.

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

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

• Sustainable womenswear
• Ethical fashion brand
• Direct-to-consumer apparel
• Organic cotton clothing
• Ready-to-wear clothing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• EchotexcoreOthersEchotex 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

Direct 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

• Facebookfacebook.com/ninetypercentlabel
• Instagraminstagram.com/ninety_percent
• Pinterestpinterest.co.uk/ninetypercent
• TikToktiktok.com/@ninetypercentworld
• Xx.com/Ninety_Percent

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ninety Percent