Ninety Percent
brand rating & evaluation
overall rating:
Top Choice
Our ratings are based on a scale from 1 (Avoid) to 5 (Top Choice). See How We Rate
The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. Below are a few factors influencing this brand's score:
certifications:
learn more about these certifications*
overview
sustainability
non-toxic
social responsibility
10 out of 10
10 out of 10
10 out of 10
about
Ninety Percent is a sustainable fashion brand that donates 90% of its profits to charitable causes, focusing on ethical production and eco-friendly materials like organic cotton and TENCEL™.
highlights
100% plastic-free packaging
GOTS-certified organic cotton, renewable Tencel™, and Oeko-Tex certified SeaCell™
Low impact manufacturing
100% of wastewater and chemicals are recycled and reused
Slow and intentional business modelBluesign and Oeko-tex certified non-toxic
90% of profits are shared with charities and workers
sustainability
score:
10 out of 10
details:
Packaging
Ninety Percent’s packaging is 100% plastic-free. Deliveries are sent in eco-mailers made from 100% recycled cardboard and biodegradable cornstarch garment bags.
Material Sustainability
Ninety Percent clearly prioritizes sustainable materials and sourcing practices. Their organic cotton yarns are GOTS-certified. They also use renewable Tencel™ and Oeko-Tex certified SeaCell™. Other materials include fillsens®, Cupro (made from regenerated cotton), viscose fabrics from renewable wood sources, and linen. They use some synthetic fabrics like polyester but to a minimal degree. Even with this, Ninety Percent is actively seeking to transition to recycled sources or fully biodegradable materials where possible.
Energy Use and Footprint
Ninety Percent excels in reducing emissions through low-impact manufacturing and sustainable sourcing. This is achieved through LED lighting, servo drives that reduce sewing machine electricity use by 60%, and heat recovery systems used in dyeing to save considerable energy. In their manufacturing facility, EchoTex, they have efficiently measured carbon outputs and reductions to better finetune energy efficiency systems and reduce overall emissions.
Waste Management
Ninety Percent’s Ecotex factory dyeing machines are able to conserve 4x as much water as the average dyeing plant in Bangladesh. They have also achieved a zero liquid discharge effluent treatment plant to recover the water and chemicals used in production. This is the highest standard in industrial water recycling and means that 100% of wastewater (including the recovery of chemicals) is recycled and reused in production.
Business Model
The brand’s business model clearly prioritizes slow, intentional consumption. They avoid trend-driven, seasonal, or limited-edition products. Their inventory consists of a well-curated evergreen collection with minimal product churn.
non-toxic
score:
10 out of 10
details:
Ninety Percent’s finishing, dyeing, and wet processes are certified by OEKO-Tex and Bluesign, meaning they are certified free from any potentially harmful chemicals.
social responsibility
score:
10 out of 10
details:
Ninety Percent’s EchoTex factory is a leading example of safeguarding worker welfare. It allows them to produce within a monitored supply chain that better guarantees fair labor conditions and practices.
Their profit-sharing business model also sets a leading example in the fashion industry. 90% of all profits are shared, 80% to charitable causes, and 10% back to the workers across the supply chain who produce the garments. The charities currently supported by the model are Wild Aid, Big Life Foundation, Children’s Hope, War Child, and BRAC.
