In 2013, Detroit, Michigan welcomes the official launch of a new made-in-America brand that will produce a trio of seemingly random items that include leather goods and stationery, bicycles, and timepieces. Shinola represents a business motivated decision to open a factory in the economically depressed city that has been struggling to maintain its former glory. It isn't easy, but available labor and real estate capacity allow for special opportunities and projects such as a new lifestyle brand made for Americans by Americans. The story of the brand, its factory, and "built in Detroit" products may be a blueprint for how to save elements of American industry, or perhaps represents a mere niche approach to creating new American brands.
