"We believe that 'Built in Detroit' accurately reflects what we are doing here and believe wholeheartedly that anybody who would come to our factory and witness our process, would think so too," said a written statement released by the company. "Shinola’s mission has been, and will continue to be a job creation vehicle as opposed to a company whose mission is about the technical fine points that are necessary in describing our products as 'Made in America.'"
"It seems likely — without consumer perception evidence showing otherwise — that consumers would interpret a 'Built in' claim as equivalent to a 'Made in' claim, and a 'Built in [insert name of U.S. city]' as equivalent to a 'Made in USA” claim.'
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