NINETY PERCENT

Ninety Percent was founded in London in 2018, born of the friendship between Para Hamilton and Shafiq Hassan. 

In 2022, Elliot Atkinson joined Ninety Percent as creative director. Today, his aesthetic language and refined vision connect its clothes back to the natural world. Atkinson captures the sensuality of the earth we inhabit, designing pieces that fit into the ebb and flow of our current lifestyles.