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Outside Magazine March 2004
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All That Glitters Is Green (cont.)

THERE IS SOMETHING inherently ironic about trying to raise eco-consciousness in, and via, Hollywood—generally accepted as the global capital of avarice and gluttony. Danny recognizes this, but he wants to harness this far-reaching economic force for the greener good.

"The reality is that celebrities and the things they use do impact everything else in this country," he says. "I work with stars in Hollywood who embrace this idea already. If there are celebrities with excess and waste and horrible reputations, so be it. I'm not here to reform Hollywood; I'm here to work within Hollywood."

He's not without help. Some quadrants of corporate America are working hard to achieve eco-consciousness. Patagonia has turned organic cotton and fleece made of recycled plastic into high-end outdoor wear. Global brands like Frito-Lay, Heinz, and Kraft have launched organic snack foods, and Honda, Toyota, and Ford are banking on hybrid cars. In fact, the eco-market has grown large enough that it's been slapped with its own acronym: LOHAS, or lifestyles of health and sustainability. Natural Business Communications, a consulting firm based in Broomfield, Colorado, that focuses on the LOHAS consumer, estimates that 63 million American adults spent $226 billion on green goods in 2000.

Danny has an analogy for his place in the current scheme of things: yoga. "I think yoga's reached critical mass," he says. "But the thing is, the results are paying off—it's legitimate. I think when something's legitimate, people will embrace it as a lifestyle choice for the rest of their life. When it's something that is unproven and is disappointing and difficult and unachievable and negative, people may fight to try it, but if they're meeting resistance, they're going to give up. My job is to make it easy and enjoyable and, if I might say, luxurious. And I think that's when it's a win-win bet. Does that make sense?"

It does, actually, but it's still hard to make the end justify the means. Yet he keeps hustling. In January he was back at Sundance, bringing his save-the-fur-seals message to the horde. In February, he'll be whisking celebs to the Oscars in hybrid "limos," part of an Organic Style cross-promotion. And soon there'll be the exciting debut of SuperNatural Style with Danny Seo. But to really get a taste of what the eco-lifestylist is up against, you have to see him grapple with the consumptive beast mano a mano—like he did last March at the Sunset Marquis Oasis.

A pre-Oscar orgy of free stuff masquerading as a wellness center set up in a private villa on the grounds of the Sunset Marquis Hotel in West Hollywood, the Oasis is a much bigger celebrity hospitality zone than the Seven House. Danny is there to cover the event for his Green Buzz page in Organic Style. The moment he arrives, dressed in khakis, a navy-blue T-shirt, and J.Crew flip-flops, Clara Moore, director of entertainment marketing with Terry Hines & Associates, grabs him and they plunge in, dodging steel tubs full of Dannon Lite 'n Fit Smoothies on their way to the Swatch suite.

"I have two theories," Danny tells Clara after listening to the pitch for the new Swatch Skin, the thinnest watch in the world. "Swatch is going to come back in a big way, and so is"—he lowers his voice for effect—"vintage Ikea furniture."

Clara: "Is there vintage Ikea furniture?"

Apparently, but that's not important now; ogling the Caraucci jewelry display is. "I'm shooting Daryl Hannah for the magazine," Danny says, handling a chunky garnet necklace. "It'd be perfect for her."

"She was here yesterday and walked right by us," says the Caraucci PR chick.

Clara to PR chick: "Do I have green in my teeth? I feel like I do."

PR chick to Clara: "No. Do I?" She grits her teeth.

"OK," Danny announces, "this is the best suite, hands down."

Eventually, he makes a break for the backyard, where he runs into another flack. "You got the best press at Sundance," she says excitedly, noting that The Face, the British pop-culture mag, ran a full-page photo of Dominique Swain wearing her FF necklace. Evidence! For today, his work is done.
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