The CEO and co-founder of Paul Mitchell, John Paul DeJoria, has assumed another hat. This time, it’s as Executive Producer of a new eco-documentary called FUEL that investigates the replacement of fossil fuels with renewable energy.
Is America addicted to oil? You bet. Which teenager do you know that wants the keys to a Prius? It’s all about the gas guzzler and the SUV. The film debuts in New York on March 13th, and the cast includes DeJoria himself, Julia Roberts, Richard Branson, Willie Nelson, Sheryl Crow and other glitterati who are passionate about the ecosystem.
DeJoria has been a longtime supporter of alternative energy, from utilizing solar power for the harvesting of Awapuhi at the Paul Mitchell farm in Hawaii to supporting the development of solar-powered vehicles via the Stanford Solar Car Project. “Alternative fuels are one of the most efficient answers to our nation and the world’s energy needs,” says DeJoria. “The FUEL film is a great example of just exactly how alternative energy makes sense.”
It’s a documentary worth seeing, and it also won the Sundance Audience Award this past year.