Green Threads: Ninety Percent is Fashioning a Sustainable Future 
Ninety Percent: Beyond the seams, fashion with a conscience

In a world dominated by fast fashion and fleeting trends, a breath of fresh air has emerged in the form of Ninety Percent, a fashion label with a commitment to sustainability that goes beyond the seams.

Founded in London in 2018 by creative duo Para Hamilton and Shafiq Hassan, every purchase made from Ninety Percent contributes to positive change. Not only does the label opt for low-impact, vegan and certified organic materials in its designs, it puts responsible, sustainable practices above all else. Even their buttons are plant-based and their metals are entirely nickel-free!

Offering soft, modern tailoring and generously cut silhouettes that provide both comfort and freedom of movement, Ninety Percent creates pieces that transcend seasonal trends. The brand encourages customers to build a curated wardrobe of timeless essentials, where each garment complements the next. In short? You’re not just buying clothes; you're investing in pieces that'll be your go-to faves for years to come. 

One of the brand's standout features is its dedication to transparency - because who doesn't love knowing the story behind their clothes? Ninety Percent openly shares information about its production processes, materials and even the factories where its garments are made. So you get to know exactly what you're investing in and supporting. A true rarity in the fashion world. 

What’s more, the brand takes pride in using eco-friendly materials, such as organic cotton and Tencel, which not only look and feel luxurious but also have a significantly lower environmental impact than traditional fabrics.

But Ninety Percent doesn't just stop at the finished product; it is actively addressing the issue of textile waste. The brand collects old Ninety Percent garments through its "Loop" initiative, giving customers the opportunity to send back their worn pieces. These garments are then either upcycled into new creations or recycled into brand new fabrics, helping you to build a wardrobe that is as conscious as it is chic. 

Beyond materials, Ninety Percent champions a circular economy. The brand operates on a unique model where 90% (do you get the name now?) of its distributed profits are shared with charitable causes and the people who make the clothes – the unsung, often invisible heroes in the factories. 

So, what's the takeaway here? Ninety Percent isn't just a brand; it's a movement. A movement that is rooted in people and planet, inspiring all of us to be more responsible, conscious shoppers. Every purchase is a vote for sustainability, transparency and a greener fashion industry. 

Ready to meet your forever wardrobe? Shop our top picks from their latest collection. 







As the holiday lights twinkle, Casper Magazine invites you to sparkle with a twist. Your impeccable taste and loyalty have been the pièce de résistance in our journey of showcasing the crème de la crème of conscious living and avant-garde design.

This season, why settle for the same old carols and clichés? Let’s waltz into a world where sustainability meets style, and innovation dances with daring. Our curated selection of stories and brands is the perfect accessory to your discerning palette.

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So, pop the champagne and raise a toast to a holiday season filled with more than just good cheer. Here’s to a new year of turning heads and challenging norms, together.

The Casper Magazine Team ❤️

"This Winter issue we delve into the evolving narrative of the Australian woman—her enduring influence, both locally and globally."
Green Threads: Ninety Percent is Fashioning a Sustainable Future