90 metres is the recomended max length, allowing for patch cables to be used at either end of the run, therefore not exceeding the maximum allowable of 100 metres. The longer the cable run, the more the voltage drop of the signal, which results in lost packets of data so becomes slower and more unreliable. Shielded cable is not required in ethernet, because it is twisted pair, any interference affects both cores of the twist and therefore is cancelled out leaving a clean signal.
If the length does ever need to be exceeded, just fit a hub or switch halfway along the route, it retransmits the signal so you get another 100 metres.