Warby Parker and Shinola will soon be rivals in the battle for the Millennial consumer.

Warby Parker and Shinola will soon be rivals in the battle for the Millennial consumer. Shinola, maker of watches and leather goods, recently announcing their plans to introduce their own eyewear line by 2017. Warby Parker has so far won over the hearts of Millennials as a “authenticity-focused aspirational lifestyle” brand. Shinola, however, lures consumers with made-in-America products, and plans to make their eyewear in Chicago’s struggling South Side in hopes young consumers will want to support American workers. (Fast Company)