Shinola's chief executive knows the rap, though he claims to hear it just second-hand: His company exploits the city's image; "made in Detroit" applies only to its watches, those products and $1,000 bicycles are elitist.
"The city is a very important part of our future," says Shinola CEO Steve Bock.."What is the negative of proudly saying that we’re here?” (CBS News photo)
After months of letting other executives defend Shinola, Steve Bock responds to the bashing in an interview with local Forbes contributor Aaron Foley, posted Saturday as his firm opened a second Midtown retail site on West Canfield. The New York Times on Friday described that shop, Willys, as "Detroit’s first multibrand concept boutique."
“Detroit is a city based on craftsmanship and workmanship and manufacturing,” the boss tells Foley by phone from New York, explaining that the city is a core part of Shinola's marketing "to be proud of where we are, to be very happy to incorporate the name.” He notes that "different companies use the words ‘New York’ with all of their products."
“Every company makes a decision as to how they establish themselves. We’re very transparent, very honest. We’ve been here for two years, but we’ve always felt that the city is a very important part of our future. . . .
"What those people [critics] are missing is our belief in the future. What is the negative of proudly saying that we’re here?”
The store on 411 West Canfield opened in June 2013. (Shinola photo)
