In its first fall catalog, the Detroit-based Shinola highlights not only its newest products—like its überfun Crayola Detrola watch—but builds up its commitment to makers, sustainability, and timeless design.
“We wanted a fall catalog to kick off the fall season, to feature our new products, and as a beautiful way to start to tell the narrative for the season,” Shinola CEO Shannon Washburn says. “I’m really proud of it. It really speaks to how to build a watch in Detroit, and the partners that we work with in the city. It celebrates the other makers in our community.”
For example, there’s Detroit artist Tony Whlgn, who crafted the visuals for Shinola’s new Crayola Detrola. The watch’s warm forest green band, sunny yellow case and dial, and distinctive red details are a celebration of the signature crayon box. Whlgn and his son Cain created kid-centric illustrations for the packaging, a nod to the demographic the Detrola watch hopes to woo. All that’s missing is that heavenly crayon smell.
The Detrola line is a star of the fall catalog, Washburn says, and points toward Shinola’s next direction as a watchmaker and company. Evidence of that new direction is the brand’s first foray into the world of recycled goods: Detrola’s Sea Creatures line, an eco-conscious group of five watches that “transforms mankind’s trash [into] treasure.”
Another highlight is the Most Likely to Succeed Detrola, one of the watches Shinola taps to serve as fundraisers for Detroit-area organizations. The watch is a sleek number with a khaki silicone strap, clean white dial, and translucent case. A portion of its sales will held fund Shinola’s pledge to donate $40,000 to Money Matters for Youth, which teaches area kids the basics of economics and financial responsibility through a five-day annual camp.
Money Matters for Youth founder Gail Perry-Mason says the Shinola watch and donation will have a long-lasting impact on Detroit kids. “When Shinola takes time to invest in the community and our youth on purpose, the dividends are priceless,” Perry-Mason says.
Since debuting the Detrola line in 2019, Shinola has wanted to expand it as a natural way to touch on topical moments and bring in a younger audience, Washburn says. Next year, its Sea Creatures line will expand to include a clock and bags made out of sustainable materials.
“[The Sea Creatures line is] a watch platform that will become a multicategory business within our Shinola brand,” Washburn says. “There’s lots more to come in 2022 and 2023 as we continue to evolve Detrola.”
The fall catalog also includes leather goods such as the Runwell backpack in bright yellow and the Canfield Traveler briefcase made with Vachetta leather. There are new watches featuring a bike lock design as well as jewelry and new writing accessories, like Shinola signature pens in stainless steel.
Washburn says the company is also excited about its Shinola for Crate & Barrel collection, which debuted in August and which led to the company’s first Shinola home store in Detroit, located near its flagship retail store. The line of furniture and accessories highlights Detroit within the collection with a Motor City–themed Monopoly board.
“[The home store has] been very successful,” Washburn says. “Guests can view the full collection and we hope to have additional collaborations there.”
Top: Shinola’s new Crayola watch celebrates the brand’s iconic green-and-yellow box; $395 (all photos courtesy of Shinola)Follow JCK on Instagram: @jckmagazine
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