Timeless Designs Built to Last, Meant to Be Passed Down

Detroit, once the center of American industry, was a melting pot of diverse races, including immigrants drawn by the promise of work. However, with the decline of the auto industry, the city withered. In 2013, it declared bankruptcy. The population halved from 1.8 million to 900,000, and the vacancy rate soared to one-third. People moved from the city center to the suburbs to escape crime, turning Detroit into a veritable ghost town.

Amidst this, a team emerged with the goal of bringing smiles back to the city. Shinola was founded in 2011. Detroit is home to many diligent and skilled craftspeople who have long supported American manufacturing. Shinola aims to produce high-quality products that can be cherished for a long time, utilizing their expertise. They strive for items that retain their value even when mass-produced, or rather, items whose beauty can only be achieved through industrial production.

This vision echoes the golden age of America. Shoes, suits, shirts, jeans... America has produced many fine goods, most of which were created through industrial production. Unlike their European counterparts, which were often bespoke for the aristocracy, these were items accessible to everyone, not just the wealthy. Yet, they were not mere mass-produced goods; they incorporated the skill of artisans. This commitment to products and this attitude towards manufacturing have created American brands beloved worldwide.

What began with a handful of watchmakers has since expanded to include leather goods, stationery, and bicycles. Today, over 200 craftspeople are employed at Shinola's own factories in Detroit.

Pride in being "Made in America." Shinola is now returning to its roots. While learning technology and sourcing parts from Switzerland's RONDA, they assemble their own movements by hand. The production of leather straps for watches also involves significant handwork. To be passed down through generations, not discarded, Shinola's watches are crafted with the utmost artisanal skill.

They avoid ostentation, sticking to classic designs that remain relevant through changing times. Instead, they focus on creating items that look good even with scratches and stains acquired through use. The premise is that they can be used for a long time with proper care. The appeal of these products grows not from the moment of purchase, but through continued use and integration into one's life. This is the American answer to luxury, driven by American craftsmanship.

Incidentally, "Shinola" is a word derived from "shine," with the Spanish-frequent suffix "la" appended. It was also the name of a shoe polish company. Native English speakers might interpret it as an exhortation to "shine!" Perhaps inspired by this, Shinola watches come with a cream for polishing the strap.

Today, Shinola leverages its technical expertise to expand its product range. Bags, wallets, stationery, and bicycles—each item's production method has been steadily established. The company now employs over 200 craftspeople in its Detroit factories and more than 600 worldwide. It operates flagship stores in Detroit, New York, Washington D.C., Chicago, Los Angeles, and San Francisco, along with 19 other locations. Furthermore, its products are now available in major department stores globally.

SHINOLA WATCH COLLECTION
The dial, reminiscent of classic American railroad watches, offers excellent legibility. "Argonite," noted below the logo, is the name of Shinola's proprietary quartz movement, inspired by the vintage building housing their factory, symbolizing Detroit's revival. Left: Quartz. Stainless steel case (41mm diameter). Black leather strap. Runwell ¥83,000 (excl. tax). Right: Quartz. Stainless steel case (47mm diameter). Teak leather strap. Runwell Chrono ¥113,000 (excl. tax).

SHINOLA LEATHER COLLECTION
A backpack and tote bag made from signature leather. This material is high-quality leather produced in America, designed to develop a beautiful patina over time. The leather goods factory also produces briefcases, women's bags, and wallets. Watch straps are also manufactured in-house at this facility. Left: Runwell Backpack ¥149,000 (excl. tax). Right: MEDIUM SHOPPER ¥89,000 (excl. tax).

SHINOLA JOURNAL COLLECTION
Notebooks with hard covers. Featuring Smyth sewn binding, designed to lay flat when opened. Acid-free paper is used for excellent archival quality, chosen for its resistance to feathering and bleeding. In addition to environmentally conscious manufacturing, the fact that the entire production process takes place in the USA is a key feature. Includes an expandable pocket. Left: Hard Linen (13x21cm) ¥3,800 (excl. tax). Right: Hard Linen (18x23cm) ¥4,100 (excl. tax).

Pop-up Store Featuring Limited Edition Items Opens May 31st

The event celebrating Shinola's debut in Japan, "AMERICAN LUXURY, DEFINED BY AMERICAN CRAFTSMANSHIP," will be held at The Stage on the first floor of Isetan Shinjuku Main Building from Wednesday, May 31st, to Tuesday, June 6th. The event will showcase the men's collection, select women's watches and leather items, as well as rare, limited-edition pieces.

One such item is the limited edition Jackie Robinson Watch from the "Great Americans Series," honoring an icon of the American Dream. The midnight blue dial reflects the team colors of the Brooklyn Dodgers (at the time) where he played, and the case back is engraved with his retired jersey number, "42." The special edition box includes a mini pennant, postcards, and three pin badges.

Jackie Robinson was a respected advocate for human rights, a businessman, and a beloved athlete, the first professional baseball player of color in America. Its simple, sporty design exudes timeless appeal.

Another noteworthy item is the "Brakeman Watch." This model features a dial made from an actual coin minted in 1993, commemorating the U.S. Constitution as amended by James Madison, the fourth U.S. President. The "Brakeman" refers to Shinola's cushion-cased series, named in homage to locomotive engineers of the early 1900s.


At The Stage venue, top craftspeople from Shinola will be present from Detroit to conduct live demonstrations of handcrafted leather item production. For journal products and select leather goods, complimentary embossing services for text engraving will be available.

In addition to craft demonstrations, the SNS-linked "PICSPOT PRINTER" service is a must-see attraction. Picspot is a social media printer that allows you to print photos shared on SNS on the spot, and it will be available throughout the pop-up store's duration.


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