Motor city out

From Bruce Weber to London: Detroit’s Shinola is stepping outside the US
By Alex James Taylor | Fashion | 4 October 2014

Iconic Detroit lifestyle brand Shinola has just announced a soon-to-be-launched London store. Opening in late October it will be their first store outside of the US.

Embracing Detroit’s industrial spirit, Shinola has become synonymous with the city. Proudly manufacturing bicycles, leather goods and watches in America they wear their hometown colours with pride – their one-of-a-kind watch factory is housed inside Detroit’s historic Argonaut building. Earlier this year they unveiled a series of ‘city clocks’ in Detroit. Over 10 feet tall and based on the Shinola pocket watch, the structures were situated in various locations around town.

The new Soho, London store will be set over two floors and will stock the full range of Shinola products including watches, leather goods, journals and pet accessories. Yep, that’s right, pet accessories. It’s a new collaboration between Shinola and pet loving lenser Bruce Weber, the collection featuring collars, toys, shampoo, dog beds and many other canine comforts.

Weber’s collaborative relationship with Shinola originated when he shot their latest campaign,The Spirit of Detroit. Fronted by model Carolyn Murphy, Weber’s other photographic subjects were Detroit residents who he thought personified the positive, creative characteristics of the city, such as ten-year-old rapper Asia Newson and local singing legend Ms. Cubie.

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