Shinola Puts a New Sheen on Motown
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Detroit has churned out plenty of classics in its day: the ’57 Chevy, the Motown sound, the winged-wheel logo of the Detroit Red Wings. Shinola hopes to add a few items to that list.
With an ethos of fine design and superior craftsmanship, Shinola is launching a line of watches, bicycles, journals and leather goods – made in Detroit by American workers, virtually all of them local residents rigorously trained for the exacting demands of their jobs.
The Skinny:
- Fun Fact: Shinola was the name of a shoe polish popular in the pre-World War II era.
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Shinola believes that modern design can be warm and accessible. Photo courtesy of Shinola
The company also plans to launch two flagship retail stores: one in Midtown, Detroit, set to open June 27, and a Tribeca location coming this summer. Like Shinola products, the stores aim to combine modern design with warmth and accessibility. The Detroit store will include space for bike assembly, an international newsstand, and sales of Drought organic juice, which is produced by another local start-up company.
Photo courtesy of Shinola
“We’re making them simple, bringing a clear warmth,” said Daniel Caudill, Shinola’s creative director. “Warm wood, warm colors, lots of light, comfortable seating. We’re creating a space where people not only want to shop, they want to hang out. It will be a flex space: we can use it to hold design talks, art installations, events.
“It’s the humanity that makes it modern,” Caudill said. “People are becoming disconnected because of the Internet. People want that connection again.”
That sums up the Shinola design philosophy: modern, but human.
Shinola retail stores will include community gathering spaces, an international newsstand and bike assembly at the Midtown, Detroit location. Photo courtesy of Shinola
Shinola watchmakers were recruited locally, then underwent intensive training by Swiss watchmaking experts. Photo courtesy of Shinola
Shinola hopes to be part of the manufacturing rebirth of Detroit. Photo courtesy of Shinola
“Something that’s modern or based in a minimalist idea can also be warm, inviting and comfortable,” Caudill said. “Clean lines and simple design can also be approachable. It doesn’t have to be cold or austere.”
One example of bringing that idea to life in the products: Shinola is making a limited run of leather watch straps from an old baseball glove Caudill found.
Shinola watches will be distributed in about 50 specialty jewelry stores and a handful of better department stores, such as Neiman-Marcus and Barney’s. Shinola bikes will be sold through a small number of selected specialty bike shops, including One on One Bicycle Shop in Minneapolis.
