NBC’s Matt Lauer partnered with Detroit-based luxury lifestyle brand Shinola to create a collection of products that honors his 20-year anniversary with TODAY and benefits the Detroit Children’s Fund.
The collection, TODAY’s Original, includes five essential items co-designed by Lauer and the brand — paperback journals, a 12-month planner, a boxed card set, watch straps and a leather passport wallet.
The collection is part of an initiative by the same name, where TODAY anchors create products with net profits benefitting a charity of their choice.
“I chose products that are important in my life and I hope they create some connection for people as well,” Lauer told Shinola when touring the Detroit headquarters.
Each product in the collection includes an inscription of the number “20,” commemorating his anniversary.
When asked why he chose to re-create these specific products, Lauer said, “First thing, each morning, I wake up and I open my leather-bound calendar. I get a look at my day as I do every day, and I look ahead at my week and look at my travel planner. I know 90 percent of people these days do all of that on their smart phone and their digital calendars, but that’s just not me.”
Proceeds to DCF will benefit the Detroit Edison Public School Academy, “a public school run under The New Paradigm for Education that provides outstanding learning opportunities for children in Detroit, ensuring success through both high school and college.”
“We’re grateful for the willingness of NBC, Matt Lauer and Shinola to support the Detroit Children’s Fund and our efforts to fund programs that benefit all of Detroit’s school children” said KC Crain, chairman of Detroit Children’s Fund. “This is exactly the kind of national exposure needed to promote the importance of improving educational opportunities for everyone in Detroit.”
Read the full interview with Shinola.
(Image courtesy of Shinola)