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LA Strong: 6 LA Fashion Brands Helping Local Fire Victims
As a rare and dangerously powerful Santa Ana windstorm swept through LA on January 7th, 2025, the affluent community of the Pacific Palisades suddenly erupted in flames, which rapidly wiped out the area and quickly engulfed parts of Malibu. Later that evening, fueled by hurricane-force Santa Ana winds, fires began to rage in the historic neighborhood of Eaton Canyon, as the inferno ripped through the foothills of Altadena and Pasadena in an apocalyptic explosion of flames. LA was burning from east to west with fire destroying homes, businesses, schools, and anything it encountered until January 31st. With an estimated 16,200 structures damaged or destroyed, victims were left with a long and difficult road of recovery ahead. However, now that it’s no longer headline news, those affected by the fires still face a challenging personal, mental, and financial journey to resuming life as they once knew it, and more so now than ever they need support. Thankfully, LA’s fashion community continues to show their love for the city by raising money through the sales of symbolically designed pieces. Donating 100% of profits to vital organizations that are assisting those in need, LA’s fashion industry is highlighting the strength and resilience of Los Angeles, one supportive garment at a time.
Thousand Oaks based, Project ReWear is a sustainable, pre-loved clothing brand that was moved to make a difference for their LA neighbors, and designed an #LAStrong collection featuring artwork with the blue VW van that survived the Palisades fire, to help. Giving new life to t-shirts and upcycled denim jackets in collaboration with eco couturier, Deborah Lindquist, the brand is donating 100% of proceeds to California Community Foundation, Pasadena Humane, LAFD Foundation Emergency Wildfire Fund to help the victims, animals, and firefighters affected by the fires.
LA based fashion label, Clare V., made the Los Angeles Je T’Aime Original Tee and Baseball Hat to show the brand’s love and support for their hometown and its people. Je T’Aime is French and the tee translates as Los Angeles I love you. Clare V. is donating 100% of profits to the American Red Cross, which provides safe shelter, food, essentials, and support for those affected by the devastating fires.
$100 & $60 USD
With this heartfelt message, “From the ashes, like a phoenix, we will rise,” DTLA based fashion label, Sergio Hudson, created the symbolic Rise LA Disaster Relief T-Shirt and is donating 100% of proceeds to Walk Good LA. This family-led organization is committed to community wellness, with a message of highlighting displaced black families in Altadena and providing spaces for healing. Together with other organizations, Walk Good LA launched the Altadena Community Preservation Fund, providing direct cash assistance to Altadena homeowners, small businesses, and local organizations who lost everything, to help them as they heal and rebuild.
$60 USD
With the motto of “We Will Rise and Together We Will Build Again”, Culver City based brand, Only the Lonely, jumped in fast as fires raged through LA, creating a collection of t-shirts, hoodies, sweatshirts, and trucker caps to raise funds for those impacted. Reflecting Palisades Strong and Altadena Strong artwork, the brand is donating 100% of proceeds to California Fire Foundation’s Wildfire and Disaster Relief Fund, which provides immediate and long-term relief to communities, firefighters and survivors who have been affected. Only the Lonely has already raised almost $10k and is still going strong.
$75 & $35 USD
Beverly Hills based jeweler, Jacquie Aiche, designed the striking Tribe Together Tote, to support wildfire relief efforts and to symbolize the endless love the brand has for its city. 100% of proceeds from each purchase of the tote are being donated to the California Fire Foundation, which provides emotional and financial assistance to families of fallen firefighters, firefighters, and the communities they protect.
$50 USD
