October 21, 2010 marked the opening party for the pureDKNY – SHFT pop-up art gallery in Soho, hosted by pureDKNY fragrance supermodel, Angela Lindvall and actor and co-founder of SHFT.COM, Adrian Grenier, to celebrate the launch of the pureDKNY fragrance.
The eco-friendly art gallery celebrated the launch of pureDKNY, an 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 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.