Stella McCartney was one of fashion’s pioneering ethical labels with the designer opting out of creating clothing or accessories in leather and then other non-sustainable materials as the label grew bigger. Then, Gucci decided to go fur-free last year, following the lead of Net-a-Porter who had banned all fur products from its site a little ahead of that. Consumers are (rightly) becoming more and more conscious about where the clothing they purchase is coming from and the effect it has or will have on, not only the environment, but humans also.
And whilst it’s been somewhat difficult to find strictly ethical brands that don’t break the bank in recent times, that’s all set to the change with the launch of a new womenswear label, Ninety Percent.
As its name suggests, the London-based label donates 90 per cent of its profits to charity, as well as to the people who have helped make the clothes. What’s more, customers can vote where the money from the sale of the item/s they purchase goes in an online voting system at checkout.
The brand’s DNA is elegant simplicity, with its debut collection brimming with easy-wear separates that are undeniably chic.
Speaking to Refinery 29, Ben Matthews, the brand’s Creative Director, explained, “We wanted the designs to be thoroughly modern and to show that a brand with ethics at its core doesn’t need to compromise on quality and design. We are inclusive at Ninety Percent and we are very conscious that the collection should talk to as many women as possible. We’d like to think the Ninety Percent customers are women who care about looking modern, feminine, with an appreciation for good design and considered details. They also care about where their clothes are made; no one should pay a price for someone else to look good.”
See pieces from the collection below…
Then, find out which British Royal is backing a new eco-friendly fashion initiative set to launch during London Fashion Week.
