SHFT

04 Dec 2010, Posted by Rupam in art,awareness,design,events,lifestyle,topics, 0 Comments

SHFT is a multi-media platform founded by Peter Glatzer(film producer), Adrian Grenier(actor) and Lauren Gropper(sustainable designer). What’s their mission? To convey a more sustainable approach to the way we live through art, video, design, and culture.

I had the chance to visit their pop up gallery when it came to New York City a while back. In this collection, they wanted to explore “the idea that environmentalism as a movement, as a separate category, has become anathema. Sustainability should be folded into the fabric of our lives, a part of our consciousness that touches everything we do. It should be reflected in our culture, our art, our music and design, and nudge us further towards the sustainable direction in which we’re inevitably headed.”

It is interesting to see individuals stepping out of their industries to highlight the importance of sustainability within our everyday life. More importantly, its inspiring to see brand ambassadors advocating this kind of “life”, to look at it simply beyond a movement but truly incorporating it with everything we do. I believe that there are many more waves of platforms to come, that embody this sustainable lifestyle in every aspect.