--- title: Shinola and Detroit's New Renaissance | TIME description: The name might be familiar, but what these Detroit manufacturers are doing to revive their brand and their city is worth a second look. canonical: https://time.com/video/cbyF4TMq/ og:title: Shinola and Detroit's New Renaissance og:description: The name might be familiar, but what these Detroit manufacturers are doing to revive their brand and their city is worth a second look. og:url: https://time.com/video/cbyF4TMq/ og:image: https://cdn.jwplayer.com/v2/media/cbyF4TMq/poster.jpg?width=720 og:type: video.other twitter:card: summary_large_image twitter:title: Shinola and Detroit's New Renaissance twitter:description: The name might be familiar, but what these Detroit manufacturers are doing to revive their brand and their city is worth a second look. twitter:image: https://cdn.jwplayer.com/v2/media/cbyF4TMq/poster.jpg?width=720 --- # Shinola and Detroit's New Renaissance > Sponsored content. 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They are at time.com/newsletters and are separate from a paid subscription. ## Video: Shinola and Detroit's New Renaissance [Watch (HLS stream): Shinola and Detroit's New Renaissance](https://cdn.jwplayer.com/manifests/cbyF4TMq.m3u8) (4:03)  _Published 2014-03-28. The name might be familiar, but what these Detroit manufacturers are doing to revive their brand and their city is worth a second look._ --- Jul 27, 2023 4:20 PM UTC --- ## More From This Series [All Videos](https://time.com/video/) [Detroit Teachers Close 94 Schools By Staging 'Sickout'](/video/topBnrir/) ### Detroit Teachers Close 94 Schools By Staging 'Sickout' [How Puerto Rico's Record Debt Is Worse Than Detroit's](/video/6LVpckuh/) ### How Puerto Rico's Record Debt Is Worse Than Detroit's [Why Detroit Filed For Bankcruptcy](/video/ggk9yJ59/) ### Why Detroit Filed For Bankcruptcy --- ## Transcript [ MUSIC ] Many people have written about, talked about, ad nauseam, about the past of Detroit. It's very well known. Everything was good back then. And it seemed like, as I got older it kinda like, went down. It was always in my mind to possibly leave one day leave Detroit. Just because of the lack of work force. But the story of Detroit is not about the past. It's really about the future. It's a manufacturing center of the world almost. Today Detroit is a, is, is very different in terms of the nuances. Than it may have been several years ago or several decades ago. A lot of young people, a lot of innovative people. A lot of very creative and artisitic people are moving there. And the idea then, is pulling all these parts together. And then you get Shinola. [ SOUND ]. We believed as a manufacturing base, there was a lot of talent to tap into. [ MUSIC ] It was really an easy, natural fit for us to come here and start to look for people, because, you know, peo, there are people that have been working on assembly lines and machining and all those things. [ MUSIC ] There's a tremendous amount of pride when you make something with your hands. And so to bring watch manufacturing back to the shores of the United States, is teaching people a new trade, a new skill and creating new jobs. [ MUSIC ] We have Richard, he's doing the electronic test or movement test. On this side we stamp our own personal code on the movement. You gotta have a lot of patience and you know, determination to wanna get better and keep learning and absorbing. People are willing to be part of something new. And they're willing to apply themselves to learning something new. And the energy and the optimism have, have fueled everything we've done [ MUSIC ] Our jobs are to look for all those clouds on the horizon, you know, we're, we're here to build a very successful business. We've gone from less than ten people two years ago to over 200 people today. It's moved so quickly. The first time I visited Detroit in February of 2012, our, our 60, 000 square feet was, was just raw. And it's all built out and we're making watches in less than two years [ MUSIC ] Manufacturing might of left our shores in the United States, but the beautiful thing is that the people didn't leave. The people are still here, and in Detroit, they're thriving. People just have tough skins. They have a lot of fight. I mean they can go against just about anything. If you look at what Detroit has been hit with and we still here, we still standing. That should tell you everything. The tailwind that we have behind us from the civic community and the local folks, just phenomenal. It didn't get to this state overnight, so it's gonna take some time to come back. But I, I think we're on this right now. We've just started. This is a very long journey. We expect to be in Detroit for, for decades. We will be still here. We'll be still standing. We're not going anywhere. 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