How Shinola Went From Shoe Polish to the Coolest Brand in America

Nobody's confusing shit with Shinola anymore

You had to know your U.S. history to fully appreciate the gag on ABC's Jimmy Kimmel Live on May 21. Two contestants, Guillermo and Yehya, stood on a set made up to look like that of a game show, as a shapely assistant presented each with a pair of luxury products—a watch and a leather shaving kit. The sparkly toothed host hit the gentlemen with the money question: "Which of these products is shit, and which is Shinola?"

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
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