This Go-To Brand for Elevated Basics Just Created the Perfect Black Dress
Ninety Percent not only creates the perfect wardrobe staples, it’s also a brand you can feel good about buying, thanks to deep-rooted values in people and the planet
When shopping for a new season, it can be easy to get distracted by shiny new trends, bold colors and statement accessories; however, it’s also important not to overlook everyday staples. Ninety Percent is one of our go-to brands for elevated basics, as it creates a long-lasting perennial closet made up of beautiful, minimalist pieces.
The new collection is an ideal spring capsule, with tank tops, dresses and pants that all err on the simple side, but have thoughtful design details that will make them firm fashion-insider favorites. The spring/summer 2023 collection is the start of a new chapter under the creative direction of Elliot Atkinson, and his first designs all have a focus on craftsmanship and detail, with sculptural jersey and airy layering. “We’re not looking at trends, but building our own aesthetic language,” explains Atkinson, who brings his own modern, relaxed interpretation to the craft of tailoring. “Everything’s quite louche and very laid back.” Atkinson co-founded the forward-thinking luxury brand BITE Studios in 2016 and so brings with him expertise in responsible design practices, along with a like-minded appreciation of pared-back elegance – his debut collection for Ninety Percent is designed to meet the needs of the contemporary woman who enjoys being out in the world – at events, seeing friends, or relaxing – and captures the sensuality of the earth and sea via its use of fabrics and form. “It’s about connecting the clothes back to nature,” he says.
There is one dress in particular in the new collection that has really impressed our team of buyers and editors – the black ‘Bythos’ midi dress. The brand is a leader when it comes to natural, renewable and certified-organic materials, and this dress is made from stretch-Tencel™ Lyocell – a wood-pulp-based fiber that is made with closed-loop technology that reuses resources in production. The construction of this midi dress is particularly special, featuring a plunging neckline and fabric gathered at the shoulders and draping beautifully down the exposed back. There is also a wide, fitted waistband that gives the dress structure and an elegant silhouette, as it leads to a gathered, floating skirt falling just below the knee.
“We created a concept that is all about making maximum change with our profits
”Shafiq Hassan, co-founder of Ninety Percent
This is a little black dress you’ll be able to rely on for years to come. The plunging neckline makes it an ideal choice for evening events, styled with heels and sparkly accessories. Alternatively, you can dress it down by layering over a second-skin turtleneck and knee-high boots, and take it into spring/summer with chunky sandals and a woven bag.
Ninety Percent prioritizes considered materials such as GOTS-certified cotton, low-impact Tencel™, ENKA® Viscose and MicroModal fibers (derived from renewable wood pulp), and so it is one of the brands we champion as part of NET SUSTAIN. This is our curated edit in which every product is carefully chosen for being a consciously crafted, luxury piece that meets at least one of the nine key sustainability criteria.
“Our customers know they are being a part of a revolution in the way businesses are run
”Shafiq Hassan, co-founder of Ninety Percent
What’s more, it is also a business rooted in community. The brand distributes 90 percent of its profits in a profit-sharing model between its employees and five charitable causes: Children’s Hope, Big Life Foundation, War Child UK, WildAid and BRAC (Building Resources Across Communities).
“We created a concept that is all about making maximum change with our profits, where our customers know they are part of a revolution in the way businesses are run,” says Shafiq Hassan, co-founder of Ninety Percent. “We’re trying a crazy idea and seeing if it connects with people.” It certainly connects with us.
Read more about Ninety Percent’s commitments and values here