“Entourage” star Adrian Grenier said he wants to change the way people view environmentalists, who are usually perceived as “wacky” and “unrealistic.”
“Just because we wanna do the right thing, we get dismissed,” he said while hosting an event Wednesday in Manhattan to promote a new documentary series for his website SHFT. “We want a solution for the sensible, reasonable consumer, and those changes, those innovations, are out there.”
Grenier teamed up with SHFT co-founder Peter Glatzer and Ford Motor Company to create “The Big SHFT: 10 Innovators Changing Our World,” a short film series about eco-entrepreneurs.
The series will explore they ways eco-entrepreneurs are adopting sustainable practices in areas ranging from food and fashion to urbanization, technology and design.
Grenier launched SHFT in 2008 to provide users with information and products to live a greener lifestyle through video, design, art and culture.
“The first inclination of SHFT was a curatorial platform for us to show people that there were really well designed amazing products and gear, gadgets, goods in this space, so that people could be inspired by what’s out there,” he said.
SHFT now offers its own private label wines and recently launched a new smart phone application called AOK.
After the presentation, Grenier’s new wave folk band, The Honey Brothers, performed two 30-minute sets, with the actor on the drums.
Ukelele player and keyboardist Ari Gold -- yes that's his real name -- said the band attended the event to support Grenier.
Gold said he hoped that attendees would dance during their set. They didn’t.