90:10 hoodie – Review

Towards the end of last year I was contacted by a very lovely bloke called Dan.  Dan has launched his very own clothing brand, 90:10 which I shall allow him to introduce to you in his own words:

90:10 is a new and exciting brand for men who consider themselves to be 90% grown up and 10% not.  Encapsulated within the brand’s message is some recognition for a guy getting his act together but at the same time reminding him that this in turn, doesn’t mean that he is now over the hill . . . far from it!  We all have responsibilities but I don’t accept that just because I’m not longer a teenager or in my early 20’s, I have lost the ability to have fun or have forgotten how to enjoy myself . . . quite the contrary!  This is what a guy is expressing about himself if he wears 90:10.  For the lion’s share of the time, we all have to take life seriously but not all the time!  My vision is to marry humorous and innovative branding to stylish and well made clothing delivered to the customer at the right price and in an environmentally responsible way. 

People will interpret 90:10 in different ways and how it applies to them and that is all part of it.  The intention is to start a positive light hearted conversation with men by demonstrating that the brand cares about the same things that they care about. 

90:10’s roots are steeped in humour as it was born out of a merry conversation in a pub! 

Of course I didn’t tell Dave all that to start with – he just got “Here you are love, can you review this hoodie?” and it gave me an excuse to make him pose like a catalogue model in the park while I laughed and took photos!

The brand who make this hoodie are called 90:10.  The meaning of this obscure name is nothing to do with having ridiculously one sided vision.  Its more to do with the idea that, as a man,  you never really grow up completely.  An idea I, and most women who have ever met, or even seen a man, will agree with 100%.  I personally am no more than 50% grown up on a good day.  So I’m not entirely sure that I meet the criteria for this brand who believe you’re ‘90% grown up, 10% not’.  Regardless, I agreed to wear the hoodie because it looks nice.

That’s the first thing I should say about the hoodie, and quite an important point when it comes to clothing.  It looks nice.  It’s a lovely deep blue colour.  (Colette could probably tell you the name of the specific hue of this blue.  Perhaps midnight-otter blue?  Personally I’m sure there are only 9 or 10 actual colours.  The rest are just shades.  I’d prefer the colour followed by a number.  Blue20 for example).

The hoodie has a small logo in white on the right breast / pectoral area.  I’m not into large logos on my clothing, it feels too much like I’m a walking billboard, so this works for me.  If you do like larger logos on though there’s other hoodies or t-shirts available on the website with them front and centre.  The white detail is continued on the pull string which runs around the opening of the hood.

The material is soft and luxurious feeling.  Far softer than I’d imagined it would be, and both Colette and myself commented on it’s touchy-feelyness (that’s a real word – Scout’s honour!).  It’s a lighter weight fabric that I was expecting.  It’ll need to be worn as a layer rather than as your only top to keep you warm.

I got an XL size, which is quite normal for me so I would say sizing is exactly what you’d expect.  After washing the hoodie 6 times (I realise that’s not a huge amount of washes but you can’t take forever to do a review!) the colour seems to show no signs of fading and the material still feels as nice as it did on first stroke.  I tend to roll my sleeves up a lot so the cuffs can easily stretch on my forearms.  It hasn’t happened on this top though so I’m confident it will last.

So that’s it.  It’s nice.  I wear it.  I’d wear more from 90:10 – so long as they don’t ban me for failing to meet the quota of adult required!

If you fancy trying out the 90:10 brand for yourself you can use code BLOG for 20% off!

*Disclaimer – We were sent the hoodie free of charge for the purposes of review however all thoughts and opinions remain our own*

*Read more reviews here*


  1. January 3, 2015 / 8:48 pm

    I like the idea behind the name. Well done Dave on your new modelling career!

    • January 3, 2015 / 8:50 pm

      Might have had a little giggle at him posing in Heaton Park 😉

  2. January 3, 2015 / 9:37 pm

    I love your Hubby's reviews, his paragraph about the shades of blue and the touchyfeelyness cracked me up! My Dave liked his hoodie too and looked about as excited to be a model as your Dave does! x

    • January 3, 2015 / 9:39 pm

      He's got a right thing about this numbering colours thing – I think he'd just like a paint chart 😉

  3. January 3, 2015 / 10:54 pm

    Great review I like the brand name and the hoodie looks great too. Dave should do more catalogue modelling for you Colette I think – obviously a natural! 🙂 x

    • January 3, 2015 / 11:03 pm

      I'll have to arrange him some more reviews – or maybe I'll just start doing #WhatDaveWore… Ha ha

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