Founded in 2021 by British fashion and textile designer Jessica Maxey—who has extensive experience with Vogue, Ralph Lauren, and Victoria Beckham—101% has quickly captured the attention of fashion enthusiasts. The brand’s signature boasts intricate and uniquely crafted collections which combines modern innovation with elements of social justice.

At its core, 101% offers tech-inspired ready-to-wear clothing designed using sustainable fabrics, including materials sourced from pre- and post-consumer waste. The brand also stands out for its commitment to social causes, donating towards the migrant crisis at the US-Mexico border and directly to migrants with every order. This approach delivers a powerful message of sustainability and social responsibility to the fashion industry.

101%’s latest collection draws inspiration from iconic transparent glass structures like Berlin’s Reichstag Dome, the Louvre’s Glass Pyramid, and The Shard. Collaborating with architects from the architectural design agency FR-EE, the collection features two enigmatic unisex tracksuits in black and white. These pieces are crafted from deadstock thermoplastic polyurethane, a waterproof and abrasion-resistant fabric, making them perfect for those embracing the current gorpcore trend.

View the collection…

We linked up with Jessica to talk through the collection’s inspirations, the creative journey to 101% and the brand’s commitment to social responsibility.

Read the interview below…

Could you share your journey to 101%?

101% was co-founded by myself, Jessica Maxey (who previously studied fashion business at LCF & Esmod, Paris – followed by working in buying at Ralph Lauren, Design at Victoria Beckham, Editorial Assistant at Vogue USA in Paris, and Designer Relations at Atelier Swarovski) & Fernando Romero, a Mexican architect who has a desire to work on projects with a quicker realisation and production timeline in comparison to mass-scale building projects. Focused on our joint love of design and outdoor sport, we developed our mission to create a performance wear brand for an urban environment, inspired by architectural design, where the silhouettes and sustainable fabrics protect your body and adapt to differing environments and demands of the everyday, as a building protects its inhabitants.

Can you elaborate on how transparent glass structures, such as the Reichstag Dome and the Louvre’s Glass Pyramid, inspired your latest collection?

In the world of architecture, the use of transparent glass has revolutionised how structures interact with their environment, blending indoor and outdoor spaces while showcasing a commitment to openness and clarity. These buildings are celebrated not only for their aesthetic beauty but also for their innovative use of glass that reveals their inner workings, symbolizing transparency and honesty.

Inspired by these architectural marvels, our new collection of transparent tracksuits reflects similar values. Just as these buildings allow us to gaze through their glass facades to view the structural elements like girders and frameworks that hold them upright, our tracksuits are designed with visible structural details. Thicker finishes mimic the strong, visible lines of girders, emphasizing the blend of durability and design.

This collection stands as a tribute to modern innovation and the beauty of being open. In our tracksuits, wearers can express a sense of bold visibility and robust beauty, embodying a lifestyle that values transparency and sustainability – echoing our commitment to using sustainable materials. Like the architectural wonders that inspire us, our tracksuits invite you to look inside and out, asserting nothing to hide and everything to show in a celebration of clear, unobstructed identity.

How does the use of dead stock materials and sustainably designed technical fabrics reflect 101%’s commitment to sustainability?

Using sustainable, repurposed fabrics allows us to significantly reduce the environmental footprint of our products. A lot of our fabrics start with rescuing waste otherwise polluting the earth, such as fishing nets, fabric scraps, carpet flooring and industrial plastic. For example, the ECONYL® regenerated nylon we use can reduce the global warming impact of nylon by up to 90% compared with the material from oil. By using materials with an antibacterial finishing, the garments require less laundering which equates to less plastic particle pollution in our water system.

To further our commitment to sustainability, we donate unused samples to charities on the US- MEX border to limit waste. All fabric waste is also donated to contribute to making recycled fabrics.
By using performance fabrics, we prove that you don’t have to compromise on quality or functionality when committing to using sustainable products. They are equally as durable and efficient.

What motivated you to integrate social responsibility into 101%, and how do you think this will evolve in the future?

For us, using sustainable fabrics was a non-negotiable decision when starting the brand when you see how unsustainable the fashion industry is as a whole. It’s a lot easier to incorporate at the beginning of a brands journey rather than over time and like with most things that become ‘mainstream’, we really believe that the more brands who use sustainable fabrics, the more companies that will start prioritising the production of sustainable materials, and therefore the more brands will start to use them. WE hope that one day it becomes the norm rather than a USP!

What advice would you give to aspiring fashion designers who aim to create sustainable and ethically minded brands?

Do it! Be patient! & don’t compromise! If we all commit to this mission, it will become an essential and obligatory requirement for all.

What brands and designers do you take inspiration from?

Prada Línea Rossa has been a huge inspiration from the outset. Their ability to make nylon activewear elevated & mainstream. The clean yet unique silhouettes.

We also admire brands such as Acne Studios who have the ability to constantly experiment to create new & exciting offerings without ever compromising on quality.

Courrèges under Nicholas Di Felice is also hugely inspiring, through their use of a few singular fabrics and a design which is classic yet always unique in its cuts or subtly modified silhouettes.

What future collaborations or projects are you excited about for 101%?

We are now fully focused on growing the brand, to reach a bigger audience who resonate with our brand mission. We are always motivated by finding new and exciting fabrics with incredible technology, which inspire our future collections, so we have a lot to look forward with our upcoming launches. A big focus for the upcoming months is to organise events so we can meet & grow our community. Of course, collaborations would be a dream. If anyone has a contact at Dr. Martens, we would love to revisit their iconic boots!!!

Visit the 101% website to view the collection and find out more.