Philip Pirkovic
Director of Brand, Shinola
In this episode of Inside the Pulse, host Ralph Perez sits down with Philip Pirkovic, Director of Brand & Partnerships at Shinola, the Detroit-based lifestyle brand known for its handcrafted watches, premium leather goods, and the one-of-a-kind Shinola Hotel experience. Philip shares exclusive insights into how Shinola has mastered the art of brand storytelling, content creation, and customer experience, shaping a brand that blends heritage, craftsmanship, and innovation. From the success of Shinola’s Willard Program, which allows customers to design their own watches, to their Factory Sessions and The Movement initiatives, Philip discusses the strategies that have positioned Shinola as a symbol of American craftsmanship and authenticity—with watches even worn by President Obama and Bill Clinton.
Philip Pirkovic is a visionary in brand strategy and storytelling, leveraging his expertise to elevate Shinola’s brand identity and community engagement. Prior to Shinola, he worked in advertising as a senior media designer at Noble People in New York City and co-hosted Free Smoke, an Instagram TV series discussing business, culture, and creativity. A native of Flint, Michigan, Philip’s deep appreciation for Detroit’s creative and entrepreneurial spirit fuels his approach to content and branding. Through initiatives like The Movement, which provides a behind-the-scenes look at Shinola’s Detroit watch factory, and Factory Sessions, showcasing musical performances in Shinola’s leather workshop, Philip continues to push the boundaries of brand experience and audience connection.
