While known for its ethically-made basics, the label has taken a more fashion-led approach since creative director Elliot Atkinson, formerly of Bite Studios, joined in 2022.
Founded in 2018, London brand Ninety Percent promises to give 90 per cent of its profits to charitable causes and the people that make its clothes. While known for its ethically-made basics, the label has taken a more fashion-led approach since creative director Elliot Atkinson, formerly of Bite Studios, joined in 2022.