90:10 is a brand new fashion label for man, launched by Daniel Glatman who used to be the manager for British boyband Blue. The concept behind this is 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 for getting his act together but at the same time reminding him that that this doesn’t mean that he is now over the hill…far from it! People will interpret 90:10 in different ways and how it applies to them and that is all part of the fun. The intention is to start a positive and light hearted conversation with men by demonstrating that the brand cares about the same things that they care about.