by
If we saw "limited edition hand-dipped wallets" anywhere else, we'd assume it's a spoof of holiday gift excess.
But effusive promos and a how-it's-done video are posted by Shinola on Wednesday afternoon at its website and three social platforms. What may seem like self-parody is quite real.
"It's kind of meditative," says this wallet-dipping artisan. (Shinola photos)
"Each wallet is one-of-a-kind, creating an artful and painterly enchancement to our classic wallet silhouettes," we learn at Instagram. (Yes, that's how Shinola copywriters gush.)
In a post at The Journal ("an editorial hub dedicated to the spirit of Shinola"), the wallet-dippers say:
Matthew L., an artisan working out of our leather studio, spent weeks hand dipping wallets to achieve a two-toned aesthetic.
[He says:] "I'll fill up this vat with as much paint as I need to get the part I need to hit. Then I dip it into the paint until it touches the bottom of the vat, pull it out and make sure the paint drips and evens out in a way that’s smooth and looks nice. . . .
"It's mostly just tilting back and forth and keeping it at an angle to make sure it doesn't all sit in one place."
The final 15 to 20 minutes of this process sound Zen-like, as the Midtown artisan tells it: "It’s kind of meditative. You’re literally watching paint dry."
See for yourself:
Examples of the finished artworks.
If you wonder about cost, you must shop at Target or Marshalls. Shinola's wallets, dipped or undipped, are $175 to $225, or $125 for a credit card case. Monograming is available, naturally.
We await an email response with the cost of limited edition styles, available at the flagship store at 441 W. Canfield St. in Midtown and in branches at 1424 Woodward Ave. downtown and on Level 2 of Somerset Collection (South side) in Troy.
So what's on your wallet?
