Fashion brand NINETY PERCENT has appointed Purple and Purple NY to support the Press Communications for the UK and US remits. Founded in London in 2018, The London-based luxury sustainable label vows to distribute 90% of its profits between those who make each collection happen and four charities, giving the consumer the opportunity to decide which causes the funds are donated to. Ninety Percent prioritises the use of low-impact, renewable and certified organic materials, creating its ready-to-wear collection from sustainable fibres, such as organic cotton, recycled polyester and sustainable alternatives to conventional viscose (Tencel and EcoVera).