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Why open a watch factory in Detroit?

September 13, 2015

jessonline

Made in Detroit

Made in Detroit.

I just stumbled on this lovely site today- via an ad in the New York Times.

Shinola.com is based in Detroit, with a mission to make an investment in “skill, at scale.” Making American luxury goods great again, while reinvigorating a city that needs it.

“Why not accept that manufacturing is gone from America? Why not let the rust and weeds finish what they started? Why not just embrace the era of disposability? And why didn’t we buy a warmer coat before we moved here?”

Launched in 2013, Shinola’s founders were driven by the mission of building a factory in the economically depressed city of Detroit. In an interview with Forbes magazine (Ariel Adams, 2013), Shinola tells the story (you can see it here). Shinola partnered with the Detroit Economic Growth Corp. and the College for Creative Studies, who ultimately became their landlord.

The brand started with watches, and now sells leather goods, bikes, journals, and more. Each product group has a story- centering around where it’s made, how it’s made, and with sustainability, community and authenticity in mind.

Shinola handmade watches

2 Comments

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  1. September 14, 2015

    I may have heard about it, but hadn’t seen it. What a great brand story and community project- I love it. Glad to know the product is as great as it looks!

  2. Surface Normal #
    September 13, 2015

    jess you didn’t know? i love shinola. it’s a gerat brand story. i have one, they have great journals you can have embossed. xo >

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