How Shinola is using internet culture to reach new audiences

Shinola is turning to internet culture to launch its first automatic Duck watch, with a campaign starring four personalities from entertainment, comedy, music and online media.

The campaign, launching Monday features Tefi Pessoa, Kareem Rahma of Subway Takes, Nems and Benton McClintock. Its premise is a rejection of constant productivity, encouraging people to get distracted, touch grass and watch ducks.

"The internet is where a lot of culture happens now, so it would be strange for a brand like Shinola to pretend otherwise," Jonathan Bailey, creative director at Shinola, told FashionUnited. "But we're not interested in chasing every trend or trying to speak in internet language for the sake of it."

Instead of adopting online trends, the brand chose talent it sees as shaping culture and gave them room to bring their own voice to the campaign. "That creates something that feels more like a cultural exchange than a traditional brand message," Bailey said.

The four stars were selected for their distinct points of view. "Tefi, Kareem, Nems and Benton come from very different worlds– entertainment, comedy, music and internet culture, but none of them feel overly manufactured," Bailey said.

The anti-productivity message is a response to the cultural moment. "We're living in a culture that has made productivity feel like a measure of our worth," Bailey said. "We wanted to offer a different perspective: that time can also be valuable when you're doing absolutely nothing with it."

Keeping the manufacturing story

Shinola has built its identity around Detroit and American manufacturing. Bailey said the lighter tone supports rather than undermines that positioning.

"The seriousness of what we make gives us permission to have some fun with how we talk about it," he said. "In fact, I think the contrast makes the manufacturing story feel more relatable."

The campaign also extends beyond social media through a partnership with US cereal brand Cheerios on a limited “Duck Watching Snack.” Fewer than 100 boxes were produced, available only at select Shinola-hosted events marking the launch.

"We didn't want to make a conventional co-branded product; We wanted to create a little artifact that made people smile and gave them another reason to stop, look around and, hopefully, watch some ducks, so to speak," Bailey said.

Duck Automatic collection

The new 38-millimetre Duck Automatic collection includes three styles powered by the Miyota 9015 movement and a limited fourth version using the Miyota 9085, which offers a power reserve of around 80 hours. The watches are designed and assembled in Detroit.

"The automatic movement is serious watchmaking; the Duck gives it a sense of play," Bailey said. The collection goes on sale October 6, with prices starting at 895 dollars.