Michigan-based watchmaker Shinola is once again using its platform to advocate for criminal justice reform, particularly concerning cannabis-related arrests. Their latest initiative involves the limited-edition Grassland Runwell watch.
Continuing the Fight:
Shinola isn’t new to this space. In 2020, they launched the Twenty After Four Detrola watch, with proceeds benefiting organizations championed by rapper and advocate Common. This time, they’ve partnered with actor Quincy Isaiah to create the Grassland Runwell, supporting two new initiatives.
Grassland Runwell: A Stylish Statement with a Cause:
Limited to 420 pieces, the Grassland Runwell boasts a green dial with subtle nods to cannabis culture, including an aqua-blue number four and a subtle weed leaf at the 32-second mark. The watch also features a comfortable olive leather strap with green glow-in-the-dark stitching.
More Than Just Looks:
Shinola pledges to donate half of the proceeds from each watch sale. The beneficiaries include Imagine Justice, a project by Common’s Free To Dream Institute, and the impact campaign for the upcoming social justice film Grassland.
Grassland: Highlighting Racial Disparity:
Grassland, starring Isaiah, sheds light on the ongoing issue of racial disparity in cannabis arrests. The film explores the human cost of cannabis criminalization and its impact on families and reintegration into society.
Shinola’s Commitment to Change:
Shinola recognizes the societal issues surrounding cannabis and aims to use its brand to empower positive change. Partnering with these organizations allows them to amplify the message of reform and support those working towards a more just system.
Limited Edition Opportunity:
The Grassland Runwell presents a unique opportunity to own a stylish timepiece while contributing to a worthy cause. With only 420 pieces available, those interested in supporting criminal justice reform and cannabis equity should act quickly.