The Digital Dream-Maker
Emmett Shine is like a modern-day Midas, only instead of everything he touches turning to gold, it becomes a runaway success. As the founder of Gin Lane Media, a digital creative agency turning standard practices on their sides, Emmett, 29, leads a team in making incredibly clean, technologically savvy experiences in stores and online for a roster of brands like Opening Ceremony, J.Crew, Adidas, and Stella McCartney. And, because one company isn’t enough, the multitalented entrepreneur also created Pattern, a business solution to help with integrated-shopping experiences, and coruns LOLA New York, a T-shirt and skateboard company, with his childhood friends. (Yep — even projects from his teenage days are home runs.) With that laser-sharp focus on emerging ideas and advances in technology, we can’t wait to see what he thinks up next. (Just a hint: It’s going to be ah-mazing.)
Tell us the true-life tale of the last completely awesome thing you did.
“I just went to Asia for the first time — Vietnam, with one of my best friends first, and then all over Japan with the Saturdays' guys and a few different friends.”
Any creative endeavors on the horizon?
“I'm happy. Passion and purpose. Just surrounding myself with creatively challenging projects and inspired people. I'm excited about doing more with combining the digital and physical worlds. It's a fun frontier. I like working in spaces that are less-known or defined.”
What’s the best professional lesson you ever learned?
“Be humble and do apprenticeships, and learn from those with experience. I tried doing everything on my own for a long time. Recently, I've been getting advice and guidance, and it's been really helpful."
What kind of kid were you? How does that affect who you are now?
“I've had the same friends since forever. Loyal, amazing friends. I value building relationships and being honest. Everything else is secondary.”
A perfect day in your town always includes these three things...
“Beach, barbecue, and a clam bake.”
What’s your mantra?
“I have a few, I guess. I like cliché phrases a lot: ‘Live in the risk.’ ‘Money is the shadow of passion.’ ‘Excellence begets more excellence.’ ‘Quality over quantity.’ ‘ Think fast, talk slow.’ All that stuff.”
Styled by Laura Pritchard, Hair by Bethany Brill, Makeup by Tiffany Patton. Look 1: Gin Lane sweatshirt; A.P.C. pant; Common Projects sneaker; Baron von Fancy sock. Look 2: Gin Lane white T-shirt; Thomas Mason Slim Thomas Mason for J.Crew Shirt in Pinpoint Oxford, $148, available at J.Crew; A.P.C. pant; Common Projects sneaker; Baron von Fancy sock; Mitchell & Ness hat.