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Shinola Celebrates the American Worker with ‘Let’s Roll Up Our Sleeves’ Campaign

Luxury goods maker Shinola has unveiled a new national campaign — Let’s Roll Up Our Sleeves — that celebrates the American worker and work ethic, and encourages Americans to band together for the greater good.

Shot by Perry Ogden in collaboration with Partners & Spade, the campaign features a diverse range of individuals who have impacted their communities in a positive way, alongside messages such as “Whatever collar your collar might be,” “Plant it, grow it, build it, weld it” and “Let’s make this the year we all do better.” It also invites the community to share their stories with the hashtag #RollUpOurSleeves. Included in the campaign are Nadine Burke Harris, founder and CEO of the Center for Youth Wellness, an organization working towards revolutionizing pediatric medicine and transforming the way society responds to children exposed to adverse childhood experiences; Kevin Adler, founder of Miracle Messages, a non-profit dedicated to reconnecting the homeless with their loved ones; and Richard Garcia, co-founder of Alma Backyard Farms, which creates opportunities for formerly incarcerated men and women to grow food for local communities.

Shinola considers Let’s Roll Up Our Sleeves a unity movement rather than a campaign, one to which everyone can relate. An expansion of its 2016 campaign, which focused on Shinola’s employees and operations based in Detroit, the new campaign will shine light on the work being done by motivated individuals across the country.

Since the company’s launch in 2011, Shinola has created over 600 jobs in more than 20 locations across the country, with more than half of its workforce based in Detroit. “We know that companies want to do more in America and if we want to be competitive as a nation, we need to turn that ‘want to’ into a ‘can do,’” said Tom Kartsotis, founder of Shinola.

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“We hope this campaign inspires others to take on the challenge of creating enterprises in our country, building factories in our communities and investing in America’s workforce. Our plan is to continue to grow and strengthen our mission by rolling up our sleeves, empowering our teams and leading by example.”

The campaign, which rolled out March 20th, includes print, digital and social media efforts, and will be focused on Shinola’s key markets: Detroit, New York, Chicago, Los Angeles, Washington D.C. and San Francisco.


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