SHFT.com May Jump Into Retail

Some interesting news from the LA Times this morning regarding Adrian Grenier’s SHFT website and a potential dip of the toes into retail.

The website, started in 2009 by the “Entourage” star and his business partner Peter Glatzer, features videos and articles on living green – but also incorporates a store with links to sustainable goods. It’s that angle that has led to annual pop-up shops in places like Los Angeles and New York City – and may soon find a permanent home. From the article:

“The products on the website are made real at these events, and SHFT may soon develop a bricks-and-mortar entity in partnership with a mainstream retailer.”

Such a move isn’t necessarily a surprise (SHFT recently announced the upcoming release of their own eco-friendly wine label), but I’ll be very curious to learn just who this “mainstream retailer” is. Any large chain willing to clear some shelf space for green products is a good thing. Stay tuned.

Oh – and remember that awkward moment when Richard Branson appeared to shoot down Adrian Grenier on the offer of joining SHFT’s advisory board? Looks like that ended well – Branson, as well as Ariana Huffington, are now listed as official site mentors.

Photo Credit: GreenLAGirl