Shinola Partners With I Am a Voter on New Detrola, Voter Registration

Shinola is pitching in to promote the importance of voting. 

The Detroit-based watch and accessories brand has partnered with nonpartisan organization I Am a Voter on an awareness (and product) campaign that includes registering people to vote in Shinola stores, through QR codes and detailed text instructions posted at every cash wrap.

The brand has also debuted a new Detrola model: the I Voted Detrola, which was designed to evoke the round red-and-blue “I voted” stickers polling places pass out to voters. The I Voted watch dropped on and in Shinola stores on Sept. 22, National Voter Registration Day. 

I Am a Voter is a nonprofit and larger movement that “aims to create a cultural shift around voting and civic engagement” by unifying around the central message that American democracy works best when everyone participates.

Shinola I Voted Detrola
Shinola I Voted Detrola

To kick off the collaboration, Shinola and I Am a Voter will be hosting a digital event on Sept. 24 that will see Shinola CEO Shannon Washburn, I Am a Voter founder Mandana Dayani, and two special guests talk about why voting matters and how people can get involved—both on a national level and locally in Detroit. The Zoom event is open to all, and you can sign up to attend here.

Dayani tells JCK, “We are so excited about everything that Shinola is doing to share our resources and amplify our message and at I Am a Voter, and cannot wait for the virtual event…to share the importance of voting and being civically engaged.”

The I Voted watch features a bright blue sandblasted dial, Arabic numerals and minute track in white, and the Shinola Detroit and Detrola collection logos. The glossy red 43 mm case crafted from TR90 resin includes a stainless-steel core and Argonite 705 movement hand-assembled in Detroit. The strap is soft and flexible bright blue silicone.

Shinola I Voted Detrola special edition
The special-edition I Voted Detrola, with a strap designed by Alexander-John (courtesy of 1xRUN)

Shinola has also produced a special edition of the timepiece, in collaboration with Detroit-based 1xRUN (“one-time run”). The limited-edition, 30-piece iteration features customized nylon straps by artist Alexander-John. The watch was available on for $495, but is already sold out.

“As a brand we’ve always set out to create meaningful and lasting change in the community, be it in our hometown of Detroit or wherever we’ve opened our doors,” said Shinola’s Shannon Washburn in a statement. “And we intend to do this tenfold with the I Voted watch and initiative. We want to encourage people to use their voice and be represented, all while demystifying the process and emphasizing the importance of taking action with their vote.”

Shinola is observing Election Day as a paid company holiday this year.

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JCK Senior Editor

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