SOMA Magazine SOMA Fall Fashion Issue Oct 15 | Page 52

Feature

SHINOLA

Bright, shiny, and made in Detroit
TEXT BY KARENA AKHAVEIN

There’s a once oft-used World War II era expression about not
knowing “sh*t from Shinola,” which referred to a person too
clueless to distinguish between excrement and the brownishblack shoe polish manufactured in Rochester, New York from
1907 to 1960. Now, when Shinola comes up in conversation, it’s
most often in the context of a newer company of the same name.
This new