Who are we and what the heck does 50% mean? Great questions!

We’re a student-led Canadian streetwear company with a penchant for modern classic design and a desire to make a difference. 

Our idea: Everyone needs to buy clothing, so why not buy something that’s cool and well-made and makes a positive impact in the process?

50% draws inspiration from Scandinavian weekend sailing clothes and everyday high style. We pair crisp, bold colors with simple silhouettes and add street-savvy design elements. The result? Clothing that feels familiar but rethought. Clothing that’s easy to wear and always looks pulled together. 

The problem we’re trying to tackle: Clothing insecurity for kids and teens, which can be defined as a lack of clothing that's properly fitted, seasonally appropriate, and in good condition. Research shows that not having proper clothing can cause a lack of confidence, which can prevent kids and teens from engaging in activities, speaking up in school, and making friends. Clothing insecurity affects many groups, but we feel like it hits kids and teens hardest because childhood and adolescence can be times when—like it or not—appearance counts. So, for every 50% product sold, half of the proceeds go to charities that help alleviate clothing insecurity for kids and teens by providing them with what they need to do the activities they want to do. 

You can help by shopping at 50%, where every purchase you make includes a built-in charitable donation. 

Thanks for your support

—50%