# Ultra-Charitable Fashion Brands 'Ninety Percent' Donates 90% of Its Profits to Charity By Laura McQuarrie | Published 2018-02-06 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/charitable-fashion-brands References: [refinery29](http://www.refinery29.com/ninety-percent-ethical-brand-launch?utm_source=feed&utm_medium=rss) & [ninetypercent](https://www.ninetypercent.com/journal/posts/2) While there's certainly no shortage of [charitable fashion brands](https://www.trendhunter.com/trends/virgin-atlantic-sweater) that have been created over the years, Ninety Percent is one that sets itself apart with a model that shares "90% of distributable profits between charitable causes and the people who make our collection happen." The new womenswear fashion label aims to offer consumers an [empowering way to #DressBetter](https://www.trendhunter.com/trends/ethical-luxury-shopping-platform). With each purchase, consumers have the chance to vote for a cause for their money to be put towards. For its launch, Ninety Percent is partnering with a range of inspiring organizations, including Children’s Hope, Big Life Foundation, War Child and WildAid. The clothing pieces themselves are touted as "[feminine yet low maintenance](https://www.trendhunter.com/trends/long-lasting-clothing)" with relaxed silhouettes inspired by sportswear. Image Credit: Ninety Percent ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 79% | Activity: 88% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Why This Trend Is Growing - **Charitable Fashion Brands:** The rise of fashion brands that prioritize giving back and sharing their profits with charitable causes. - **Consumer Empowerment:** The trend of offering consumers the ability to make a positive impact with their purchases by allowing them to choose causes for their money to be donated towards. - **Low Maintenance Feminine Fashion:** The demand for fashionable clothing that is both feminine in style and low maintenance in terms of care and upkeep. ### Industries Being Reshaped - **Fashion and Apparel:** This industry can embrace the trend of charitable fashion brands by incorporating social responsibility into their business models and giving back to charitable causes with their profits. - **Consumer Goods:** Companies in this industry can tap into the trend of consumer empowerment by providing options for customers to make a positive impact with their purchases. - **Sportswear:** The sportswear industry can capitalize on the trend of low maintenance feminine fashion by creating clothing pieces that combine relaxed silhouettes with sportswear-inspired design. ## Related on Trend Hunter - [Whimsical Ethically Made Apparel](https://www.trendhunter.com/trends/iclothing.md) - [Closet-Clearing Challenges](https://www.trendhunter.com/trends/closet-clearout-challenge.md) - [Branded Warm Clothing Donations](https://www.trendhunter.com/trends/heart-of-lifewear.md) - [Sustainable Clothing Collections](https://www.trendhunter.com/trends/regeneration-nation.md) - [Ethical Luxury Shopping Platforms](https://www.trendhunter.com/trends/ethical-luxury-shopping-platform.md) - [Luxury Tech-Based Sustainable Apparel](https://www.trendhunter.com/trends/nonie.md) - [Celebrational Branded Women's Initiatives](https://www.trendhunter.com/trends/truand-truand-continues.md) - [Conscious Consumerism Apparel](https://www.trendhunter.com/trends/or-collective-and-h-project.md) - [Park-Inspired Outdoor Fashion Capsules](https://www.trendhunter.com/trends/parks-project-1.md)