This fresh capsule collection is a decisive triumph for the emerging fashion label, 101%. Distinguished by its clean cuts and minimalist elegance, this visual identity reflects the essence of the brand, which was founded in 2021 by British fashion designer Jessica Maxey and Mexican architect Fernando Romero. Based in their Mexico City atelier, they maintain a global perspective, now focusing on the iconic Wimbledon tennis tournament that began earlier this week.
Post-Challengers, tennis-inspired style has hit a high note, reminiscent of the American Apparel Tumblr era revival. Endorsed by Rosalía and Emily Ratajkowski, this label embodies that nostalgia. This season, high-performance silhouettes meet innovative fabric use. The new tennis dress and matching white bag at 101% are crafted from a cotton blend containing 9% NewLife™️ recycled PET, 43% Tencel, and 8% polyurethane, making the garment both waterproof, windproof, and eco-friendly. Tennis and Wimbledon are often associated with tradition and conservatism, so it’s refreshing to see a modern twist in the composition and construction of these garments. The sexy wide cut-outs and bold black zip evoke the swimsuits of the 00s.
In addition to their contemporary aesthetics, the brand champions better futures through their politics. Currently, they support migrants at the US-Mexico border by donating one hoodie per order placed at 101%, with unworn prototypes going to immigration charities. The brand demonstrates that clothing can transcend its basic function of covering the body.
