Words Kirk Truman
Photography Jamie McGregor Smith
“Soho is a vibrant and culturally significant area… an ideal location for our first store outside of the US”
Curiosity got the better of me some months ago, and I entered a specialist emporium in the centre of Soho, above which hangs an eye-catching and distinctively branded timepiece. Inside, I found watches, leather goods, journals and bicycles. Priding itself on selling lovingly crafted products made in the USA, Shinola is a unique find even among Soho’s eclectic shopping streets. I asked Creative Director Daniel Caudill to tell me about Shinola’s Foubert’s Place store and to share the story of this quintessentially American brand.
Shinola is a relatively new Detroit-based design company dedicated to delivering world-class manufacturing jobs and making products of the highest quality and durability. A Bedrock Manufacturing brand, it was conceived in 2011 in the belief that products should be built in America and built to last; it’s a belief that emerges from the strong legacy of manufacturing in community-minded Detroit – a legacy that Shinola finds inspiration in. Standing for skill at scale, the preservation of craft and the beauty of industry, Shinola’s watch and leather factories are housed within Detroit’s College for Creative Studies, in the former Argonaut building.
It’s no exaggeration to say that Shinola’s Creative Director is responsible for each and every detail. Born in Trinidad & Tobago and raised in Montana, Daniel Caudill studied at the Fashion Institute of Design and Merchandising in Los Angeles. He then went on to work alongside a number of apparel brands before moving into styling photoshoots for music videos and adverts, which in turn led to him becoming a consultant for a number of major American brands. Although everything at Shinola is a direct result of collaboration, it is safe to say that none of what makes the brand what it is today would exist without Daniel. “My role here is a culmination of my career so far,” he says. “A friend introduced me to some people when what would become Shinola was just an idea among a handful of friends. We would have conversations about what the aesthetics of the brand could be. These conversations went on to be the creative foundations of the brand.”
From Shinola’s signature watches to leather accessories, journals and bicycles, the brand’s crucial founding ethos is that their products should be built to last. Using high quality, labour-intensive materials, experienced craftspeople and the finest manufacturing processes available, Shinola’s products are more than just accessories for modern day living. “We wanted to make beautiful products,” says Daniel, “but more importantly we wanted to create jobs, which is still one of our proudest achievements to date. The company grew naturally when we made the decision to move to Detroit in 2012. From there, we found and trained people from within the community, built a factory and started manufacturing beautiful watches, bicycles, leather goods and journals.” Daniel and Shinola believe in the history of Detroit, but also in its future, which is why they’re based there. Investing in skill, Shinola is creating a community that is thriving through the excellence of craft and pride in work. The brand is reclaiming and redefining the meaning of American luxury goods: they are things that are made well.
London was the ideal choice for Shinola as the first bricks-and-mortar outlet outside of the US, with Daniel describing the city as the gateway to the world. “We opened our first store at 13 Newburgh Street in October 2014,” he says. “In December 2015 we moved to a bigger store just up the street at 28 Foubert’s Place and added a Shinola clock to the outside of the store, which is an oversized take on our original Runwell watch.” In establishing the store here in Soho, Shinola used the same approach that it had in the US, integrating and collaborating with the local community. “We throw great events and parties for our neighbours, customers and local agencies and always try to be interesting to them, be it through craft-maker events or book launches or whiskey and food tasting,” he says. “Soho is energetic and spirited, with adventure on every corner, including ours. We identify locations and stores based on the beauty of the raw space and the community we are surrounded by. Soho is a vibrant and culturally significant area with a strong sense of community – an ideal location for our first store outside of the US.”
In almost no time at all, the Shinola brand has gone from strength to strength, growing and evolving constantly in the process. It has gone from employing just nine people to 540, working in multiple factories across multiple new product categories. “The people who work in our factories are always learning new ways to improve how we make our products, as well as learning to make new ones,” says Daniel. “We are also opening a lot of stores in some cool places; we’ll have 22 by the end of this year.” Shinola’s future in the Soho neighbourhood is certainly bright, as they continue to interact with the surrounding area from their Foubert’s Place store. Moving forward, the brand is set to continue working on a number of projects, such as expanding their women’s line, and introducing new and exciting product lines: watch this space!