Entourage’s Adrian Grenier and model Angela Lindvall, the face of pureDKNY, hosted the opening party for the pureDKNY | SHFT pop-up art gallery in Soho this past Thursday. The eco-friendly art gallery celebrated the launch of pureDKNY, the environmentally conscious fragrance from DKNY, and featured a collection of sustainable designed products and artwork from SHFT.COM, the environmental new media platform founded by activist, Grenier. Together, pureDKNY and SHFT have partnered to convey a more eco-conscious approach to the way we live through art, video, design, fragrance and culture, and now through beauty.
The pureDKNY fragrance is taking the right steps towards responsible practices in fragrance – the fragrance bottle is 100% recyclable, the box is biodegradable and for every tree used in the packaging, a tree is planted in its place. DKNY Fragrances is donating 10% of the proceeds to CARE, to help fight poverty in Uganda, where the fragrance’s key vanilla ingredient is sourced.