Shining light on Shinola

The Guardian’s fashion blog profiles the marketing campaign for a new and rapidly growing company – Shinola.

Shinola makes some very cool-looking, higher-end watches, along with leather goods and bicycles. But in addition to that, they are building their brand around their home base –Detroit.

In the face of all the negative publicity the city has received in the past few years, Shinola wants to help make “Detroit” stand for something better – hard work, attention to detail, craftsmanship.

In turn, the goal is to make Shinola not just a watch company, but more of a lifestyle brand, based on this old-school American ethos.