Ruthie Underwood

Chief Creative Officer


Ruthie Underwood is Chief Creative Officer of Detroit-based Shinola and is responsible for creative direction for all aspects of the Shinola brand. She is tasked with driving the product design within all product categories as well as all messaging for the brand. Ruthie directs the company’s creative output; developing the brand and design strategies which sets the tone for what Shinola stands for online, in stores, and wherever the brand appears.

A lifelong Detroiter, Ruthie joined Shinola in 2015 when the company was still in its early stages. During her tenure, the brand has expanded its retail presence in the U.S. and opened the Shinola Hotel in Detroit. Ruthie has played a key role in maintaining the brand’s guiding mission, commitment to community involvement, and core values as the company has grown and evolved.