SHFT.com May Jump Into Retail

The current article you are reading does not reflect the views of the current editors and contributors of the new Ecorazzi

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