Review: 90:10 hoodie

A blue hoodie

I’m not an expert when it comes to fashion – far from it – but I know what I like and when I was offered this ‘Signature’ embroidered pullover hoodie for review by 90:10 it definitely fell into the ‘massive yes please, I’d love one of those’ category.

To provide a little bit of background before I try and sound like the style section of a men’s lifestyle magazine, 90:10 is a new brand for blokes who consider themselves 90% grown up and 10% not. Something that the vast majority of us with Y chromosomes will identify with, I’m sure you’ll agree.

The launch of 90:10 represents a major change in career for creator, Dan Glatman, who has traded music management for this new venture which, like most of the good ideas in life, was born in a pub. He describes his vision as being to marry humorous and innovative branding to stylish and great quality clothing delivered to the customer at the right price in an environmentally responsible way. And I think he’s achieved that with aplomb.

A man wearing a hoodie
The same hoodie being worn by an average-looking model!

The hoodie looks great – even on me, if I do say so myself – and is really soft and comfortable, which is especially welcome at this time of year. It’s made out of 100% organic cotton and available in five colours including the navy blue option you see here. I love it and am really not looking forward to having to surrender it to the washing machine

On a separate note, I was really impressed with how quickly it was delivered – it arrived the day after I confirmed my choice. This is especially good bearing in mind the infamous Christmas post, so Dan and his team have definitely got the 90% grown up side of things in order – I’m sure they’re taking the 10% not grown up element seriously too though.

This 90:10 hoodie retails at £42 including free delivery.


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