Shinola

Shinola

Company type	Private
Industry	Chemical, Footwear accessories
Predecessor	American Chemical Manufacturing and Mining Company
Founded	1877 in Rochester, New York, United States
Defunct	1960 (1960)
Headquarters	Rochester , United States
Products	Shoe polish, shoe care accessories (shoehorns, polisher sets)

Shinola was a shoe polish brand originating in the United States, produced by the Shinola Company, which was initially established in 1877 in Rochester, New York under the name American Chemical Manufacturing and Mining Company. The company produced shoe polish under various proprietors until around 1960. The term "Shinola" functioned as both a trademark and trade name for boot polish, with the initial trademark registered by the “2-in-1 Shinola-Bixby Corporation” in 1929. The suffix -ola was frequently used in American brand names, helping to shape the product’s unique identity.

During the early 1900s, the brand secured a significant position in the market and became ingrained in American slang through the expression, "You don't know shit from Shinola," underscoring its cultural prominence. In 2011, ownership of the brand name transferred to the retail firm Shinola, which revitalized its heritage within a fresh commercial framework.

History

George Melancthon Wetmore (August 31, 1858 – June 10, 1923), native to Gates, New York, graduated from the Rochester Business Institute before joining the American Chemical Manufacturing and Mining Company in 1877. Initially concentrating on carpet cleaning products, the company also retailed boot and shoe polish. Recognizing deficiencies in existing polish quality, Wetmore formulated an enhanced product named SHINOL′A. By the early twentieth century, he had ascended to president and expanded manufacturing capacity to satisfy increasing demand by 1909.

Shinola polish was distinguished by its dark green container adorned with red and gold lettering and featured a patented key mechanism for opening the lid. It was available in an array of colors including black, white, oxblood, red, tan, and brown. The brand also marketed shoe care accessories such as shoehorns and a Shinola Home Set that contained a polisher along with a bristle dauber.

By 1917, after rebranding as The Shinola Company, it had become the world’s largest producer of shoe polish. The brand expanded internationally during World War I, especially across Europe where military forces required well-maintained footwear. Advertising campaigns emphasized benefits like “Makes old shoes look like new.” Following Wetmore’s passing in 1923, the company was sold and merged into the "2 in 1-Shinola-Bixby Corp.", initiating a period of ownership transitions.

In the mid-1900s, Shinola became part of Best Foods before merging with Corn Products Company. The product range evolved to include "New Shinola Wax" featuring an improved formula alongside liquid versions. Promotional materials highlighted its multifunctional use as a furniture polish and finish for linoleum floors and toy models. By the 1950s, it was marketed as "Shinola Leather and Saddle Soap" under RIT Products, a Best Foods subsidiary. Production ceased around 1960 when the company folded.

In 2011, venture capitalist Tom Kartsotis purchased rights to the brand and launched a new retail business under the Shinola name in 2012. This contemporary venture concentrates on watches and leather goods while drawing on the historic brand heritage as part of its strategy.

Cultural impact

The phrase "You don't know shit from Shinola" became widely recognized during World War II, commonly used within military barracks. Although this colloquialism increased brand awareness, some contend it negatively affected the company’s reputation. The firm attempted alternative marketing slogans such as "Your shoes are showing".

This expression has been featured repeatedly across popular culture:

• In the 1979 film The Jerk, character Navin R. Johnson is challenged to differentiate between "shit" and Shinola before departing home.
• It appears similarly in Cleopatra Jones and the 1992 film Basic Instinct.
• Dolly Parton referenced it on her 2008 album Backwoods Barbie with a track titled "Shinola".
• The band Ween released an album named Shinola, Vol. 1 (2005), playing on this phrase.
• Various artists have incorporated "Shinola" into their works including Irish group Energy Orchard, jazz guitarist John Scofield, and an indie rock band called Shinola from Chapel Hill, North Carolina.
• The UK-based visual artist collective Shynola hosted exhibitions named "Shinola".
• Comedian George Carlin included it in his renowned routine "Seven Words You Can Never Say on Television", connected to a landmark Supreme Court First Amendment ruling.
• Rapper MF DOOM referenced it lyrically in "Figaro" from his 2004 album Madvillainy.
• The phrase surfaced in television series such as The Golden Girls (Season 7, Episode 2) and films including The Pope of Greenwich Village, Raising Arizona, while also being elaborated upon in Thomas Pynchon's novel Gravity's Rainbow.

This lasting cultural resonance underscores Shinola’s unexpected influence beyond its original product line and services.

Further reading

• Popular Science (September 1945), Vol. 147, No. 3, p. 248