washingtonpost.com – 1 of 17 Inside Shinola, the factory and store hoping to turn Detroit into a luxury brand Shinola, in an amazing piece of marketing legerdemain, promotes the poverty-pocked city of Detroit as a luxury brand. Dial printers are trained at what Shinola claims will be the only watch-dial factory in the country, to be located in the back of the company’s retail store. Jeffrey Sauger/For The Washington Post DETROIT — You may not know you-know-what from Shinola, but no worries.

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