Since the wildfires broke out last week across Southern California, at least 25 people have died, more than 40,000 acres have burned, and approximately 200,000 families have been displaced.
In response to the unprecedented devastation, fashion and lifestyle brands are actively contributing to relief efforts.
Los Angeles-based labels like Resa, 12th Tribe, Sydney Evans, and Skechers are just a few companies making notable donations.
With Skechers pledging over $1 million in aid.
As so many come to grips with their heartbreaking losses, these initiatives aim to provide financial and material support to victims and their families.
Rebecca Minkoff teamed up with Female Founder Collective Foundation to help raise money to provide grants to women-owned businesses in need of urgent recovery support.
Read on for ways you can help the LA community during this very challenging time.
And please pass the information to someone who needs aid.
Rebecca Minkoff and the Female Founder Collective
Rebecca Minkoff and the Female Founder Collective core mission is focused on the power of women and community.
Together they hosted a fundraiser for the Fire Department Foundation and have already raised over 1.2 million dollars.
Celebrities donating such as Jennifer Aniston, Halle Berry, Vanessa Hudgens, Jennifer Aniston, Jessica Biel, Nicky Hilton, Brooke Shields and Jessica Seinfeld to name a few have reshared and donated.
For every donation of $100 or more, donors will receive a limited-edition shirt that symbolizes love, strength, and resilience by illustrator Robert Wilson.
100% of the profits from the campaign will go directly to the Female Founder Collective Foundation, which provides critical grants to women-owned businesses in need of urgent recovery support.
These grants help women entrepreneurs rebuild and thrive, whether it’s repairing damaged spaces, replenishing lost inventory, or covering essential expenses to stay open.
If you are an LA-based woman-owned business that has been affected by the LA Wildfires and needs assistance to rebuild, apply for our grant to get the support and resources you need most right now. Apply here.
This mission is deeply personal for Ali Wyatt, Co-Founder and CEO of the Female Founder Collective, who lost her own home in the fire.
‘When I personally experienced the devastation of losing everything in the fire and seeing my vibrant community be decimated, it became clear what we all needed, and that is hope,’ shared Ali.
‘Hope is the fabric that weaves us together in tragedy. And by taking action and moving forward, maybe we can be the hope by ensuring women have the resources to survive and rebuild—because when they thrive, our communities thrive.’
12th Tribe
On Thursday, January 16th at 5pm PST, 12th Tribe will be launching an online benefit sale, where a portion of proceeds will go directly to supporting fire victims and relief efforts.
And that’s not all.
Founder Demi Marchese and her “tribe” are transforming their office into a donation center to collect essential items for families who have lost everything.
Their last Instagram post read, ‘Our hearts are heavy as we witness the devastation caused by the recent fires that have deeply impacted so many lives.
‘At 12th Tribe, we stand by our community and are committed to turning our heartbreak into action. It’s time to come together and support those who need us the most.
‘We’ve always believed in the power of this Tribe to come together and make an impact. Now more than ever, our community is needed to extend a helping hand to those in distress.
‘Whether it’s through a purchase during our Benefit Sale or by donating and volunteering your time – no action is too small.
‘Together, we can help ease the pain, bring comfort, and restore hope to the families who have lost so much.
‘Thank you for showing up. Thank you for being a part of this movement. Let’s be the light in the darkest of times – because that’s what Tribe is all about.’
If you are in need or would like to help out, just head to the brand’s Instagram for more information.
Rent The Runway
In response to the crisis, rental subscription service Rent The Runway is gifting free memberships to anyone who lost their homes.
A recent Instagram post read:
‘To our LA community: Our hearts are with you. We’re offering two complimentary months of Rent the Runway 5-or 10-item full closet subscriptions to those who lost their homes to help ease the burden—link in bio to apply.
‘If you’ve been displaced, you can pause your membership or we can ship to a different address for you, and please don’t worry about late fees or lost items—they’re forgiven, just contact customer support to let them know.
‘We’re also donating thousands of new and gently worn inventory to the YMCA of LA to support those in need. Stay safe, and know we’re here for you.’
Resa
Contemporary fashion label Resa is donating 20% of sales from the Damsel collection sales – their latest drop – to the Los Angeles Fire Department.
In addition, they have been collecting donations of new and used items in their Marina del Rey offices to deliver to those in need.
The brand is also hosting a private event that will take place in February for those affected by the fires. For more information, go to their Instagram page.
Skechers
Los Angeles-based company, Skechers, is pledging over $1 million in aid for relief efforts.
From Skechers President Michael Greenberg, in an internal memo to employees: ‘Skechers is more than just a global brand. We’re a company with a heart, and Los Angeles is our home.
‘While the road ahead may be challenging, I want you to know that our commitment to this community extends far beyond this immediate crisis.
‘We will be here, supporting the long-term recovery and rebuilding efforts. Thank you for your resilience, your compassion, and your unwavering spirit. We are LA Strong.’
Given that the Company’s charitable focus is on children and families, Skechers is partnering with several local and national organizations to provide monetary donations and goods, including: American Red Cross, Baby2Baby, California Fire Foundation Wildfire and Disaster Relief Fund, Pasadena Education Foundation/ Eaton Fire Response Fund, YMCA Metropolitan Los Angeles.
Additionally, Skechers is working on a way it can also directly impact Eaton Park and other programs through the Los Angeles County Department of Parks and Recreation.
To further support our heroic firefighters as well as the many impacted by this fire, Skechers is implementing a national register roundup at our retail stores so that our customers across the country can also help the many victims.
Skechers will also help ease the disaster’s impact on local animal shelters by supporting Agoura Animal Care Center and paying for all dog and cat adoptions now through Sunday, January 19.
alice + olivia
From January 16th-26th alice + olivia is transforming their Los Angeles Melrose store into a popup shop to support those in need, offering free clothing and accessories to victims of the recent fires.
‘If you or someone you know has been impacted, we hope you will visit and pick out needed items…..’ wrote founder Stacey Bendet on Instagram.
‘As a company and brand we always believe in the ability of clothes to transform and uplift and we hope this effort will help women to rebuild and restart during these turbulent times.’
January 16th-26th 10am-6pm
8501 Melrose avenue West Hollywood CA 90069
Glamhive
Glamhive, a online destination that clients with personal stylists, is stepping up to support those impacted by recent wildfires. Glamhive offers a range of styling services, virtually and in-person, tailored to individual needs.
Founder and CEO Stephanie Sprangers shared with Daily Mail: ‘We currently have 123 stylists from across the US, Australia, the UK, and Canada volunteering their time to help virtually. The idea is to take one thing off people’s plates during an incredibly overwhelming time.’
Through this initiative, stylists are conducting video consultations with wildfire victims, creating personalized mood boards complete with shopping links to help them rebuild their wardrobes with ease.
Glamhive’s mission is to provide not just clothing solutions, but relief from the mental load of starting over.
As Sprangers explains, ‘We want to take the burden of decision-making off their shoulders and let our stylists do the thinking for them—helping them rebuild with care and compassion.’
Cotton On
100% of Cotton On Foundation funds collected in the USA (online and in store) from January 13 – January 26 will be donated to Project Hope, an organization that is actively on the ground working to provide aid for those affected by these wildfires.
Please see HERE to shop Cotton On Foundation products and directly donate to the California Fire Fund.
Los Angeles is our home, and we are devastated for our community and those impacted by the wildfires. Sydney Evan will donate 100% of the proceeds from our California charm to the Los Angeles Fire Department Foundation.
Sydney Evan
Devastated for those in their community Sydney Evan will donate 100% of the proceeds from their California charm to the Los Angeles Fire Department Foundation.
The finely detailed 14k yellow gold charm is adorned with diamond accents, and suspended on a delicate 14k gold ball chain.
It retails for $1,245.
Clare V.
100% of profits from each sale of Clare V.’s Los Angeles Je T’aime (Los Angeles I Love You) tee will be donated to The American Red Cross .
The cotton unisex tee is made in L.A and retails for $100.
La La Kind Cafe
La La Kind Cafe is on the ground delivering pastries and bread to fire stations and shelters to support our neighbors.
Additionally, they are offering free drinks to first responders through in-hand deliveries and drop offs while supply lasts.
Dolce Vita
Dolce Vita is donating profits to Baby2Baby.
