Adding a Touch of Handmade Warmth to Every Item

Founded in 2011 in Detroit, Michigan, SHINOLA is built on the concept of "providing durable, long-lasting products." The brand has established its reputation by creating numerous products backed by solid design expertise and traditional craftsmanship.

"The era of disposables is over."

Here, there are skilled and diligent individuals, much like the engineers of the automotive industry that once formed the core of the city. SHINOLA aims to leverage their skills to create products that are high-quality and can be cherished for a long time. They decided to make uncompromising industrial products that retain their value even when mass-produced.

Daniel Cordua, the company's Creative Director, states, "SHINOLA promises our customers 'to be thoughtful in everything.'" This means creating products that are high in quality, possess a texture that ages beautifully, and are not designed for fleeting trends. This is a value that American products once embodied.

"Currently, fast fashion is booming globally, and we see SHINOLA as its antithesis. Just as consumers with a heightened awareness are distancing themselves from fast food, we believe more people will start to approach fast fashion with a similar consciousness."

Furthermore, SHINOLA products are now available at major department stores worldwide, including Isetan Shinjuku in Japan, as well as in London and Paris.

Page02.Know the Maker, Cherish the Product

Know the Maker, Cherish the Product

SHINOLA began by leveraging Detroit's craftsmanship and workforce, making a significant shift from the conventional focus on productivity over quality. Initially starting with a few people making watches, the company gradually expanded its product line to include leather goods, journals, bicycles, and audio equipment, growing to employ 650 people.

Even at this scale, Cordua proudly states that the fundamental principle of "thoughtful manufacturing" remains unwavering.

Holding a SHINOLA product, one can feel the care taken in its creation. The maker's face comes into view beyond the product. This, in turn, inspires a desire to cherish and use the product.

It allows for a meaningful exchange, a connection through the product.

While many American brands now produce overseas, SHINOLA primarily manufactures domestically, centered in Detroit. Parts are sourced from the best suppliers, both domestically and internationally, but the manufacturing itself takes place in America. In this sense, SHINOLA is a rare entity that can proudly claim the title of an American brand.

Watches were the first items offered since the brand's inception, with movements provided by the Swiss company RONDA. A typical manufacturer might simply purchase the movements. However, SHINOLA learned the manufacturing process from RONDA and assembles the movements in-house. For SHINOLA, RONDA is a business partner.

"Our goal is to establish the excellent manufacturing techniques of global experts within America. Mastering watchmaking allows us to perform repairs and pass on the acquired skills to the next generation."



From its inception, SHINOLA has aimed to create products that can be enjoyed by everyone, regardless of gender. However, the store opening in October at Isetan Shinjuku Main Building's 4th floor will focus on women's items. The core of this lineup consists of watches, leather goods, and journals.

"Our product designs aim to evoke a sense of good old America. However, this is not about seeking vintage or heritage for its own sake, but rather about creating something familiar, something that feels known and approachable, while still being modern."

SHINOLA watches come with a Limited Lifetime Guarantee. This exceptionally long warranty is a testament to their quality and a reflection of their approach to customer relationships.

SHINOLA also offers a unique Willard Watch Service. This service allows customers to freely combine watch cases and straps in-store, enabling them to create their own personalized style. Additionally, a complimentary embossing service is available for select leather goods and journal products (notebooks), allowing for initials or messages to be added. All these customization services are designed to encourage customers to "cherish their items for a long time."

"In today's era of fast fashion, conveying SHINOLA's philosophy is truly challenging."

Cordua spoke after a moment of thought, but his expression seemed filled with pride. Perhaps it is because he is convinced that these are the messages that must be conveyed, precisely because they are difficult to communicate.

Inquiries regarding the store: Isetan Shinjuku Tel. 03-3352-1111