“You don’t know shit from Shinola”, a colloquial expression that still sits in the consciousness of certain generations of Americans finally has a new ring to it – and new product to stand behind it. Rising from the urban decay of Detroit is a renewed brand: Shinola (it’s more than shoe polish now). Tom Kartsotis, the founder of Fossil watches, and his team have launched a new kind of high-expertise watch (and bicycle and leather) manufacturing enterprise in Detroit.
It’s hard not to like a company that wants to make beautiful watches (and bikes and leather goods and…) and starts with a mission statement like this:
Why not accept that manufacturing is gone from this country? 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?
Through two Detroit winters, we’ve asked ourselves these questions. And worked not to find our answer, but to build it.
Because we don’t think American manufacturing ever failed for being too good. Our worst didn’t come when we were at our best. It happened when we thought good was good enough.
It’s a tall order to return to form, but we’re up for it. We’re starting with the reinvigoration of a storied American brand, and a storied American city. Because we believe in the beauty of industry. The glory of manufacturing.
We know there’s not just history in Detroit, there is a future.
It’s why we are here. Making an investment in skill, at scale. Creating a community that will thrive through excellence of craft and pride of work. Where we will reclaim the making of things that are made well. And define American luxury through American quality.
I would buy a bike from him? Wouldn’t you? The bikes are beautiful and so are the watches; perfect for a more informed consumer that cares not only where his/her food came from but also his/her goods. I know I will be ordering a watch or two.
For the NYers reading this – get over to the Shinola flagship store on 177 Franklin Street.
