Panis’ approach towards his endeavors is incredibly unique. Most luxury brands like Shinola develop in larger markets that are accepting of those brands. His hometown of Detroit was an unlikely candidate. Aside from locating Shinola (maker of luxury
watches, luggage bicycles and more) in Detroit, Panis also committed Shinola to hire locally. The result was an incredible success story where Shinola is now a globally recognized brand, and the company now employs over 500 local residents of Detroit.