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November 11, 2013


Shinola: Reimagining the American Dream

Known for being the hub of the automobile industry, Detroit is humbly regaining its economic strength since its recent bankruptcy, not, surprisingly, with automobiles, but instead with fashion.

Luxury goods manufacturer Shinola is now calling the Motor City its home. The brand recharges its batteries here as it makes the American Dream newly feasible by creating jobs and thriving as an innovator in the manufacturing sphere. Shinola’s bellwether item ”the watch” is helping to sustain the brand’s overwhelming demand from upscale department stores like Barneys New York, Bloomingdales, Neiman Marcus, and Nordstrom, as well as their own 2,000 square foot TriBeCa and Midtown Detroit emporiums.

Wild Fashion Campaign

Wild Fashion Campaign

Shinola screams American made, boasting leatherwear and items a modern-day Jay Gatsby might deem as suitable additions to his endless wardrobe. The products are simplistic, yet eye-catching, sans gaudy distractions, especially their classic timepieces. Thankfully for American watch-making, Shinola has shifted the dying breed’s gear, selling out of their stock of 2,200 special edition watches within the first week the designs hit their site. Additionally, Chief Executive Steve Bock has said his company plans to produce 40,000 to 50,000 more this year. Even Ford Motor Company, headquartered in Detroit, has caught on to Shinola’s growing popularity and formed a partnership that unites the two very different manufacturers. The Mustang Fifty Years Collection Shinola Watch celebrates one of the most iconic American cars with a timepiece designed to go perfectly with the vehicle’s leather upholstery.

Wild Fashion Campaign

But accessories aren’t the only thing Shinola has up its finely crafted sleeve! Detroit may be the Motor City, but the company has manufactured vintage-inspired bicycles to go along with their classic Americana style. Right in the old factory where General Motors crafted their automobiles, Shinola is paying homage to the city that was once a staple for US transportation. With its refreshing twist on an old concept, the brand has stretched beyond fashion, making a grander statement than anything seen on the runway with their gorgeous custom-made bicycles.

Wild Fashion Campaign

Great things have happened in Detroit’s history, and even now, amidst the harsh reality of where the city stands today, greater things are about to come. With Shinola’s help, there is still hope in the American manufacturing industry, and even though the gears have switched from car-making to fashion, production remains alive and (on its way to) well. This company is more than a business, it is a revived American brand from the 1900s that is showing the world that the American Dream is not a mirage of false hope.

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text by: Jinee Son










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