NINETYGO

NINETYGO (90分) is a Chinese travel-gear brand that was born in February 2015, according to its own brand story. The name is a deliberate statement of philosophy: as the brand explains, "100% is a destination, but 90 is a journey" — 100% implies something finished and static, while 90 stands for uncompromising quality with room to explore. The brand positions itself around reliable, smartly designed luggage and travel accessories for people who value the journey over rigid perfection. The core product line is hard-shell and soft-shell luggage, spanning carry-on, check-in and trunk silhouettes. NINETYGO sells suitcases, travel bags and travel accessories, with collections such as HOBO, HOBO PRO, Sweet Journey, Coffee Journey, All Round Guard and the Danube Collection. Product descriptions emphasize lightweight polycarbonate shells, TSA-approved locks, dual-density spinner wheels, telescopic handles and thoughtfully divided interiors. The brand offers a 10-year warranty on its luggage and a 30-day money-back guarantee. NINETYGO has built a reputation for design and innovation. Its Aluminium Smart Luggage won an iF Design Award in February 2017, and its Business Travel Luggage won a Red Dot Design Award in March 2018. In November 2017 its PC luggage ranked No. 1 in sales during Tmall's 11.11 shopping festival. In January 2018 the brand launched what it describes as the world's first self-balancing, auto-follow luggage at CES in the USA. Beyond product, NINETYGO has pursued fashion and pop-culture collaborations. It has partnered with designers and labels including REINEREN, Sesame Street, Marvel Avengers, STAFFONLY and TRIP&CO, and has shown at Shanghai Fashion Week. Its HOBO Luggage debuted at Shanghai Fashion Week in October 2024, and in February 2025 it appeared with TRIP&CO at Shanghai Fashion Week for the SS2026 season. The brand also exhibited in Europe with ILM Offenbach in Germany in February 2025. NINETYGO sells internationally through its own website, ninetygo.com, and reaches customers across Asia, Europe and North America. Its marketing voice is playful and fashion-forward, describing itself as "Fashion-Forward, Travel Ready, Diverse & Inclusive, Playfully Designed." The brand continues to expand its collections and its presence in global travel-retail and fashion contexts.

NINETYGO was born in February 2015, according to the brand's own timeline. The brand's name and philosophy were framed around the idea that "100% is a destination, but 90 is a journey" — a deliberate choice to signal quality that is not static but leaves room for exploration. From the outset the brand focused on travel gear: suitcases, bags and accessories designed for modern travelers. The brand's early years were marked by design recognition and commercial traction. In February 2017, NINETYGO's Aluminium Smart Luggage won an iF Design Award. In November 2017, its PC luggage ranked No. 1 in sales during Tmall's 11.11 shopping festival, a major milestone in the Chinese e-commerce calendar. In January 2018, the brand launched what it describes as the world's first self-balancing, auto-follow luggage at CES in the USA, positioning itself at the intersection of travel and smart hardware. In March 2018, its Business Travel Luggage won a Red Dot Design Award. Alongside product innovation, NINETYGO developed a fashion and collaboration strategy. In March 2019 it held a fashion show with REINEREN titled "Touching the Void." In June 2020 it launched a co-branded collection with Sesame Street. In May 2021 it released a Marvel Avengers co-branded collection. In October 2023 it debuted a collaboration with STAFFONLY titled "Procrastinating Progress" at Fashion Week. In October 2024 its HOBO Luggage debuted at Shanghai Fashion Week. In February 2025 it exhibited with ILM Offenbach in Germany, marking an official exhibition debut in Europe, and in October 2025 it appeared with TRIP&CO at Shanghai Fashion Week for the SS2026 season. By the mid-2020s NINETYGO had built a product portfolio spanning hard-shell and soft-shell luggage, travel bags and accessories, with collections such as HOBO, HOBO PRO, Sweet Journey, Coffee Journey, All Round Guard and the Danube Collection. The brand sells through its own website, ninetygo.com, and markets internationally across Asia, Europe and North America. It offers a 10-year warranty on luggage and a 30-day money-back guarantee, and its customer-facing messaging emphasizes fashion-forward design, inclusivity and playful creativity.

• 2025

  NINETYGO × ILM Offenbach [Germany] official exhibition debut in Europe.

• 2025

  NINETYGO × TRIP&CO SS2026 Shanghai Fashion Week.

• 2024

  NINETYGO × Shanghai Fashion Week HOBO Luggage debut.

• 2023

  NINETYGO × STAFFONLY 'Procrastinating Progress' Fashion Week debut.

• 2021

  NINETYGO × Marvel Avengers new co-branded collection released.

• 2020

  NINETYGO × Sesame Street co-branded collection launched.

• 2019

  NINETYGO × REINEREN 'Touching the Void' Fashion Show.

• 2018

  NINETYGO launched the world's first self-balancing, auto-follow luggage at CES USA.

• 2018

  NINETYGO Business Travel Luggage won the Red Dot Design Award.

• 2017

  NINETYGO Aluminium Smart Luggage won the iF Design Award.

• 2017

  NINETYGO PC luggage ranked No.1 in sales during Tmall 11.11.

• 2015

  NINETYGO was born.

Design-led, smart and fashion-forward travel gear with uncompromising quality and room to explore.

• HOBO Luggage

  A statement trunk silhouette with generous space and smooth mobility.

• HOBO PRO

  Side-open design with quick side access, flexible capacity and a smarter layout.

• Sweet Journey

  Lightweight design with side-open convenience and smarter access.

• Coffee Journey Luggage

  Eco-friendly coffee-infused PC, smooth 360° mobility and a front compartment.

• All Round Guard

  Polycarbonate body with aluminum-magnesium alloy frame for indestructible strength.

• Danube Collection

  Hardside luggage including 20-inch carry-on and 22-inch trunk styles.

1. 1NINETYGO CARRY ON LUGGAGES & CHECKED SUITCASESninetygo.com
2. 2Brand Story1 – NINETYGOninetygo.com
3. 3Danube Collection | Max | Hardside 22 Inch Trunk Luggage – NINETYGOninetygo.com
4. 4Danube Collection | Plus | Hardside 20 Inch Carry-on Luggage – NINETYGOninetygo.com