Last night, Thursday, October 21st, 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.

Angela Lindvall, pureDKNY fragrance spokesmodel, and Adrian Grenier, actor and co-founder of SHFT.COM celebrate the launch of the pureDKNY fragrance at the pureDKNY – SHFT pop-up art gallery in Soho

The gallery is open to the public Friday, October 22nd through Saturday, October 23rd, 2010, 11 am – 7 pm and is located at 112 Greene Street, between Spring and Prince Streets.

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. pureDKNY has made a donation to CARE.