Made in Detroit

[keleigh casper]

Detroit, in style

Detroit Motor Co.’s clothing line catches fire with club kids, rappers and 
automaker

by JEFFREY KOSSEFF
Special to CRAIN'S DETROIT BUSINESS
Notorious Detroit rapper Eminem and Ford Motor Co. CEO Jac Nasser probably 
don’t shop at the same clothing stores.

But they promote the same local apparel line.

Earlier this month at a trade show, Nasser’s company unveiled a concept car 
model branded with a Detroit clothing designer’s "Made in Detroit" logo, 
which Eminem has sported during recent appearances in Spin Magazine and on 
television.

"Made in Detroit" is the trademark of Detroit Motor Co., a 10-year-old 
clothing designer based in a loft in Detroit’s Eastern Market. Its target 
audience is the young, club-going crowd. The company, which for the first 
time ever expects annual revenue to exceed $1 million, is struggling to meet 
quickly growing demand while maintaining its independent Detroit roots.

The Motor City, the company claims, is hip again.

"The line has sort of a rust belt industrial mood to it," said Robert 
Stanzler, principal in Detroit Motor Co. "The whole mission has been to 
forge a link between what Detroit has been and what it could become. It’s 
resonating to an audience far and wide."

The Ford Focus, which sports Made in Detroit’s logo, was unveiled at the 
Specialty Equipment Market Association show Oct. 31 to Nov. 2 in Las Vegas. 
Unlike the marketing of its popular Eddie Bauer-brand Expedition, Ford 
doesn’t plan to sell the Made in Detroit car to the public. Ford will 
present it at auto shows as a marketing tool.

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