50% Fifty Percent, stylized in all capital letters, is a Taiwanese affordable fashion brand established in 2010, specialising in trendy and budget-friendly clothing.[1] Since its first physical store opened, the brand has expanded significantly, operating over 35 stores across northern, central, and southern Taiwan as of March 2025.[2] The brand’s appeal lies in its diverse range of clothing, including men’s and women’s apparel, couple outfits, and children's wear, as well as accessories.[3] With its accessible pricing and modern designs, Fifty Percent has gained popularity in the country, particularly among young consumers.[4] In May 2023, the brand opened its flagship store in Breeze Nan Jing, with a total floor area of 1650 m2.[5][6][7]