Shinola’s youthful Detrola sub-brand has made a watch to raise money for organisations that support people convicted of cannabis-related crimes to turn their lives around.
The brand says that sales of its new Twenty After Four Detrola watch will raise $176,400 for the Anti-Recidivism Coalition, which aims to reduce incarceration, improve the outcomes of formerly incarcerated individuals, and to build healthier communities; and for Cabrini Green Legal Aide, a leader in supporting low-income individuals negatively impacted by the criminal justice system.
The initiative is supported by Hollywood actor Woody Harrelson, who launched the Twenty After Four Detrola yesterday on his Instagram feed.
Shinola also worked with actor and activist, Common, on the creation of the Twenty After Four Detrola, which is being made in a limited edition run of 420 units priced at $420 each.
Its black dial is covered in mini marijuana leaves in a Gucci-like style housed in a 42mm smoky green translucent resin case.
“It means a lot to me to join this effort with Shinola,” says Common. “As States continue legalising cannabis, we cannot overlook the communities that have been so impacted by harsh sentencing, and now exclusion from the industry. I stand with Shinola in bringing awareness to this problem and also creating solutions by supporting organisations who fight for these men and women every day.”