With an increasing focus on advocacy, luxury watchmaker Shinola is again raising awareness of inequities that plague the criminal justice system, particularly for people impacted by the criminalization of cannabis, many of whom remain behind bars.
In 2020, the Detroit, Michigan-based brand introduced the Twenty After Four Detrola watch in collaboration with rapper and advocate Common, as well as Woody Harrelson, who now runs a dispensary and lounge in California. Proceeds of the Detrola release also went to Common’s chosen organizations that fight for criminal justice reform: the Anti-Recidivism Coalition and the Cabrini Green Legal Aid.
Shinola is again raising awareness—donating to two new efforts that support criminal justice reform—with the all-new limited edition 41-millimeter Grassland Runwell, designed in collaboration with actor and Michigan native Quincy Isaiah. The budding actor’s portrayals include his role as Magic Johnson in the series Time to Win: The Rise of the Lakers Dynasty. He stars in the upcoming social justice drama Grassland, which confronts the failures of the criminal justice system, head-on, as it impacts families and diminishes their chances at long-term success. Grassland, which is produced by David Goldblum and Adam Edery, is set to premiere later this year.
The Grassland Runwell aims to promote change by bringing awareness to the racial disparity in cannabis arrests that is now impossible to ignore: as people monetize cannabis, others remain behind bars for something that is now legal for medical or recreational purposes in most states. A portion of the proceeds of each watch, limited to 420 pieces, is pledged to support criminal justice reform policies, with donations going to two new groups: Imagine Justice and the impact campaign for Grassland. Imagine Justice is a project of Free To Dream Institute, a social impact venture founded by Common.
Courtesy Shinola
The Grassland Runwell
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Author: High Times / High Times
