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Ninety Percent is a London label creating elevated essentials in organic cotton, Tencel and regenerative fibres. Sharing ninety per-cent of distributable profits with its makers and five social causes, the brand pioneers responsible retail. Within Ninety Percent’s circular ethos, clean silhouettes, muted hues and subtle logo details glide effortlessly into conscious capsules. Pull on a cloud-soft fleece sweat or ribbed dress; your purchase supports people and planet.