As firefighters continue to battle the raging Los Angeles wildfires – now on their fifth day – brands and retailers are mobilizing to raise funds for those impacted.
Wildfires, the first of which broke out Tuesday in the Pacific Palisades and Altadena areas, were fueled by strong Santa Ana winds. The largest of those fires is in the Palisades, spanning over 22,000 acres and was 11 percent contained as of Saturday. The fire in Altadena, named the Eaton Fire, covers over 14,000 acres and was 15 percent contained as of Saturday.
Evacuation orders have led to over 180,000 people displaced as the region’s temporary housing supply falls short of meeting the area’s needs. Bidding wars on properties have since emerged as some landlords and homeowners capitalize on the situation.
Brands and retailers are doing what they can to help.
Los Angeles Apparel
On Thursday, Dov Charney’s Los Angeles Apparel began offering free T-shirts, socks and other essential items to victims of the fires at its South Central store. That was in addition to 40 percent off purchases made in store through Sunday.
The store at 1020 E. 59th St. is open between 10 a.m. and 7:30 p.m.
Lisa Says Gah
Independent designer Lisa Buhler’s Lisa Says Gah closed its Echo Park store on Thursday due to the fires. It reopened Sunday to collect men’s, women’s and children apparel, socks and underwear for anyone displaced by the fires.
The designer’s also donating 15 percent of all sales made between Thursday and Sunday to the Los Angeles Fire Department Foundation.
Obey Clothing
Beginning Friday, Obey Clothing will donate all profits from its online orders to several groups. The fundraiser goes through Jan. 16.
“We’re working in real time and assessing where the greatest needs may be,” the company told customers of how the money will be used. “We also want to find the most effective way to get help and funds to people as efficiently as possible.”
Obey is still identifying what organizations to donate those funds to, but will list them once determined.
Clare V.
Clare V. will donate all proceeds from sales of its Los Angeles Je T’aime collection to the American Red Cross.
“The past few days have been devastating,” founder Clare Vivier said in a note to her customers. “Families, wildlife and entire neighborhoods have been displaced or destroyed.”
The made-in-L.A. collection is available for pre-orders and will ship the week of Jan. 29.
The Hundreds
The Hundreds is partnering crisis response non-profit Community Organized Relief Effort on a fundraiser. Sales of a T-shirt now available for pre-order online at The Hundreds will be donated to CORE, which is has been providing cash vouchers, N95 masks, hygiene kits, charging banks and other forms of support to those impacted by the fires.
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