Guide to & co-founder Adrian Grenier

Adrian Grenier will be a featured speaker at Dublin Web Summit 2014. Many already know Adrian as an actor thanks to his roles including Vincent Chase in Entourage but he is also an advocate of sustainable living. Adrian co-founded the lifestyle brand in 2010 with his business partner, film producer Peter Glatzer. Adrian will be representing his company SHFT at Dublin Web Summit.


What and who is

When Adrian & Peter founded SHFT their mission was to convey a more sustainable approach to the way we live through film, design, art and food. One of the issues they became concerned with as filmmakers was climate change. They both felt that they could bring something creative to express the changes they wanted to see and were, gratefully, starting to observe. They feel that film, design, art and food are powerful and inspiring ways to convey this narrative.

Ultimately was the best tool they had to convey their message. As a website and online community it allows everyone the ability to be part of SHFT, people can get together to make little SHFT’s that accumulate into a big SHFT. This is where the company comes in as they find market based solutions for the environment. They actively look for the smaller companies and provide them with a platform to tell their story.

Not only does SHFT help other companies reach their market, as they help each other create a sustainable environment, but they also have their own product line which includes organic wine and coffee.

SHFT also embraces the idea that consumers have the power to make change. SHFT is a platform that allows them to help show the consumers that they can help sustain the environment by making simple changes. ‘You know you are doing the right thing, while you are having a good time.’ Adrian Grenier.

The problem with this is that many consumers don’t want to make changes that involves too much effort or disrupts their regular lives, for it to work the transition would need to be seamless. One of the solutions to this problem was an app that SHFT designed called Food tripping, it was launched at SXSW Interactive 2013. It’s an app to help consumers find the best of local, organic & sustainable food options while on the road. You can download the Food tripping app for the android here. The app is also available through the itunes store for the iPhone & iPad.


Peter Glatzer & Adrian Grenier

SHFT celebrates the burgeoning sustainable marketplace where great design and innovation meet. They say ‘We vote with our money and can have a powerful impact when we do.’ In other words they would like consumers to put your money where your values lie and support the companies that help sustain the environment.

Finally, SHFT explores 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.’

Nerdgeist will be at Dublin Web Summit 2014 providing media coverage.  We hope this SHFT panel with Adrian will provide an insight into how much their company has grown since it was founded in 2010 and what the future holds for them.



Nerdgeist Editor

Contact me for any Press, Reviews, Advertising or General Enquiries.


Twitter: @NGeistofficial

I love food, films, TV, photography and technology.

You can find me next at SXSW 2015 (Austin, Texas) & Emerald City Comic Con 2015 (Seattle).

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