There’s No I in SHFT


Last night the bold, the beautiful and the über-techy came together to toast online boutique SHFT, the brainchild of Entourage star Adrian Grenier and Peter Glatzer (in partnership with Lauren Gropper, Gary Hirshberg and Stonyfield farm). SHFT carries products that are environmentally friendly, technologically advanced and visually pleasing—all of which sounds. Grenier described the challenge as such: “SHFT is a place where taste and ethics converge.” The display at the pop-up Wired store in New York’s Meatpacking District included items that can be purchased from the site, which launches today.
A fan favorite included re-furbished Boylan Soda bottles cut in half and shaped like drinking glasses (at a very reasonable $32 for a set of four) and a digital clock powered by fresh lemons and limes. Shepard Fairey designed what he calls “Klean Kanteen” (i.e. a water bottle with the words “Fill—drink—refill” stenciled on). If you never thought you could afford a Bentley, here’s your chance-well, you can at least get a part. English Retread transformed Bentley tires into a messenger bag. SHFT will also include original content in the form of videos, short films and articles to educate and spread their tips and trades. Could it be the next wave for responsible consumption? Don’t ask the event’s organizers—there’s not “I” in “SHIFT.”

The SHFT pop-up is open through December 27. The Wired Store is located at 415 West 13th Street, New York.