Detroit’s Shinola Partners with Global Eyewear Company for New Collections

Shinola, a luxury goods retailer based in Detroit, and Marchon Eyewear Inc., a global manufacturer and distributor of eyewear and sunglasses, have entered into an exclusive long-term global licensing agreement.
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Detroit's Shinola has partnered with Marchon Eyewear to release an exclusive line of sunglasses and eyewear. // Courtesy of Shinola
Detroit’s Shinola has partnered with Marchon Eyewear to release an exclusive line of sunglasses and eyewear. // Courtesy of Shinola

Shinola, a luxury goods retailer based in Detroit, and Marchon Eyewear Inc., a global manufacturer and distributor of eyewear and sunglasses, have entered into an exclusive long-term global licensing agreement.

“Marchon is thrilled to partner with Shinola, a distinct brand that will fit well into our portfolio,” says Nicola Zotta, president and CEO of Marchon Eyewear. “We look forward to offering new eyewear styles that will complement our Flexon technology and stand out to customers who are looking for frames designed with expert, quality craftsmanship.”

New sun and optical collections designed under the partnership will roll out in the US and Canada beginning in fall of 2022. Eyewear styles will be designed with a classic yet modern approach, all constructed with Flexon materials.

Flexon, one of Marchon’s proprietary brands, offers durable, lightweight eyewear styles designed with technologically advanced materials, allowing the frames to be flexed, bent, or twisted and returned to their original shape. Flexon states its eyewear is more durable, lightweight, and resistant than conventional metals, allowing wearers to confidentially embrace every challenge without hesitation.

The first eyewear assortment, Shinola Built by Flexon, is designed for adults, with a mix of men’s and unisex styles. Comprised of five sunglasses and six optical styles, customers can expect to see a mix of classic, easy-to-wear shapes with detailing and design attributes inspired by Shinola’s accessories across watches, leather, supply, and beyond. Each frame will have a unique Shinola identifier on the temples and the color palette will tie back to the brand.

“Shinola is known for classic design that proves to be distinctive and timeless, whether we’re styling watches, leather bags or home accessories,” says Ruthie Underwood, vice president of creative design at Shinola. “We’re excited to extend our legacy for delivering high quality manufactured goods to eyewear consumers who treat their glasses as a meaningful symbol of who they are and aspire to be.”

The new eyewear collection is planned to be sold in the US and Canada, through select optical retailers and online at shinola.com and eyeconic.com.

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