Niche social networks for the most part haven’t done spectacularly well, but RiverWired is willing to give it another shot with an environmentally aware social site that’s heavy on original content.

The site, open in a public beta, features news, lifestyle tips, blogs and some video, all of which makes it look more like a newspaper’s homepage at first glance. While all the content is available to anyone, there is also a member’s area with social networking tools.

The $1.5 million seed funding was provided by undisclosed angel investors. RiverWired is based in New York.