Chapter 1: The Origins of a Catchphrase

Depending on your generation, you might recognize the phrase, "You don't know crap from Shinola!" This colorful expression dates back to World War II, often heard in army barracks. Picture a drill instructor or fellow soldier using this phrase to emphasize a point—it's quite memorable! The phrase draws a humorous comparison between human waste and a can of Shinola (pronounced "Shine-Ola").

The original Shinola shoe polish, produced by JC, was a well-known brand that surprisingly vanished from the market in 1960. Despite its absence, the name lived on through common vernacular for over five decades. Many used the expression without realizing its origins, and some might argue that its negative implications contributed to the brand's downfall.

In 2011, everything changed when venture capitalist Tom Kartsotis acquired the rights to the Shinola name, bringing it back into the spotlight. Perhaps he believed enough time had elapsed for the phrase's negative connotation to transform into something positive. Founded in 2012, the revitalized company now offers an array of premium products, including watches, leather goods, and, of course, the renowned Shinola shoe polish made in Chicago.

Who is Tom Kartsotis? He is the visionary behind the Fossil Group, which includes well-known brands such as Fossil, Relic, and Zodiac. Leveraging his extensive manufacturing expertise—primarily from production in Asia—he has now shifted focus to Detroit, Michigan.

What sets Shinola apart is its commitment to manufacturing in Detroit rather than overseas. While the materials are still sourced internationally, the production process emphasizes a mid-century aesthetic that aligns with the revitalization of Detroit. Their motto, "Make it well or not at all," is evident, especially in their recent collaboration with Crate & Barrel, featuring a collection of 115 pieces of furniture.

It's safe to say that Tom Kartsotis truly understands the distinction between "crap and Shinola"!

Shinola: American Success Story - This video details Shinola's journey from a catchphrase to a successful brand, highlighting its impact on Detroit's economy.