Alo Yoga distributed care kits at its Beverly Hills flagship and L.A. headquarters throughout January.
Los Angeles brands do more than just outfit the city with California-chic looks. From the moment the wildfires began, L.A.’s biggest names in fashion, activewear, jewelry and accessories rallied to rebuild and reinvigorate the lives of Angelenos. Here are 21 labels making a difference.
Just a week after the fires started, Alo Yoga was making sure Angelenos were supplied with essentials. The wellness and activewear brand has given out 21,000 care kits in person as of early February, alongside 375 care kit deliveries, 8,000 first responder essential items and 1,200 blankets. Additionally, Alo Yoga encourages its online shoppers to donate their Alo access points to the LAFD Foundation, Baby2Baby and Dog Ppl, which it matches 100 percent. Various
Empress necklace and the Divine Feminine relic coin on the small double link motif chain.
This Santa Monica-based jewelry brand is giving back all year long. Throughout 2025, each Āzlee jewelry piece sold will support the American Red Cross and Pasadena Humane Society. The cause hits close to home for founder and Malibu resident Baylee Zwart.
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Part of Clare V’s company mission is to give back to the community, so it was already in the brand’s DNA when it came time to take action in the wake of the wildfires. Profits from its Los Angeles Je T’aime collection, which features a tee and baseball hat, support the American Red Cross. Various
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In response to the wildfires, Cult Gaia launched the Cult Gaia Foundation to support women and children throughout the city. Founder Jasmin Larian Hekmat recently welcomed her own child and knew of the importance of helping families navigate postpartum life and home loss. So far, the foundation has partnered with brands like Emulait and Bumpsuit to provide moms with everyday essentials and is working to foster community and connection by pairing postpartum and soon-to-be moms. The fashion brand began its initiative by making a sizable donation to Birthfund, which aids displaced pregnant and postpartum parents and advocates for maternal care. 8440 Melrose Ave 90069
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Alongside making a donation to the LAFD Foundation, Dôen partnered up with Reformation to send essential hygiene kits to Altadena Girls. It also encouraged its community to support The Dream Center, Los Angeles Regional Food Bank, The American Red Cross, The California Fire Foundation, Baby2Baby, California Fire Relief and Friends in Deed. 225 26th St 90402
Erin Sachse, founder of fine jewelry brand Eriness, first started making jewelry in her childhood bedroom in the Pacific Palisades. Her family home was among those that burned down in the fire, but she still continued to be part of the efforts to rebuild Los Angeles. Eriness donated meals to firefighters and 20 percent of January sales to CORE, in addition to offering a discount and helping women recreate their jewelry collections. Furthermore, Sachse used her own baby shower to round up funds for CORE—the Eriness team made donations to Silver Springs for all those affected by fires.
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“At Frame, we’ve always believed in the power of community, and in times of crisis, it’s important that we do what we can to support those affected,” said Erik Torstensson, co-founder and creative director of Frame. The Los Angeles-based brand donated $40,000 to Baby2Baby and the Los Angeles Fire Department Foundation’s Wildfire Emergency Fund and gave over 2,000 units of clothing to Baby2Baby. Additionally, Frame spearheaded a group of 25 brands to join its donation mission, and participated in a weekend donation drive organized by parents of Le Lycée school. 8467 Melrose Pl 90069
Audrey McLoghlin’s fashion brand pledged $1 million to help rebuild schools that were lost to the wildfires. “As a Los Angeles brand, we continue to be heartbroken for our beloved city,” Frank & Eileen said. “The road to rebuild is long, and we are with you in action, solidarity and love every step of the way.” In addition, Frank & Eileen created care packages with its brand essentials, has given 3,000 pieces to families so far and reimbursed employees for hotels, Airbnbs and food who faced displacement, power loss, evacuations, air quality issues and more.
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“I’ve seen with my own eyes my whole life the love L.A. can produce,” Garrett Leight said. “I know we can build back piece by piece until we are whole again.” He and his eyewear brand replaced frames and lenses for Angelenos who experienced displacement, as well as rounded up donations of lightly used frames. Garrett Leight also teamed up with The Penmar to host a charity golf event and concert, from which 100% of the proceeds went to the LAFD Foundation, Watch Duty, National Day Laborer Organizing Network and five GoFundMe campaigns from across the L.A. community. Various
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In addition to donating to +Coop’s wildfire relief efforts, Tyler, the Creator’s clothing and accessory brand held its own donation drive during the first weekend following the start of the fires. The Fairfax institution also welcomed Angelenos affected by the fires to come by for new clothes. 350 N Fairfax Ave 90036
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Honing in on its love for the city, The Great released limited edition tees and sweatshirts to raise funds for the LAFD “Made with love for the city we love,” the brand explained of the arrow-through-heart-emblazoned pieces. Various
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Honoring the unity, resilience and love for Los Angeles, Hamsa Club created a special crewneck and t-shirt that showcases lost Malibu and Palisades landmarks like Moonshadows and Cholada Thai Beach Cuisine. The proceeds support a variety of causes, including the LAFD, pet rescue efforts, local small businesses, families and the LA Palisades Fire Relief Fundraiser.
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Inspired by the fine jewelry brand’s endless love for its hometown, Jacquie Aiche’s Tribe Together Tote proclaims “I Heart LA” on a black cotton canvas bag. Proceeds from each purchase of the item benefit the California Fire Foundation.
Jenna Grosfeld is a Los Angeles native whose vintage-inspired jewelry brand, Jenna Blake, donated 50 percent of all sales in January to the LAFD and the American Red Cross. “The devastation experienced by our community from the L.A. wildfires felt overwhelming and unimaginable,” Grosfeld shared. “Like many, my first instinct was, ‘How can I help?’ When such heavy tragedy strikes, something like jewelry can feel frivolous and unnecessary, but it can also be a catalyst for positivity. Because my intention through jewelry is always to be uplifting, I wanted the beauty of the pieces to be used for a good cause by making an impact in any way we can.”
Los Angeles native Lizzie Mandler knows the rebuilding process will take time, as made evident by her brand’s commitment to donating 2025 proceeds from her Linked Necklace to the LAFD Foundation, Pasadena Humane and Baby2Baby. “L.A. you are our home, and we will do everything to piece you back together and rise from this even stronger and more brilliant than before,” Mandler wrote on Instagram. The jewelry brand also donated 20% of proceeds of all sales from January on its website and in its Sycamore Avenue store to fire relief efforts. 926 N Sycamore Ave 90038
Mere weeks before opening, L.A.-based MOTHER’s first-ever retail store fell victim to the Palisades Fire. Despite the major loss, the brand is giving back by donating 100% of net proceeds from its special Palisades collection—two tees and two hats—along with $10,000 to the LAFD Fund. Additionally, MOTHER is contributing $10,000 each to the Dena Fire Relief Fund and World Central Kitchen to support first responders and affected communities.
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“My heart breaks for the communities shattered, people’s treasures destroyed, and lives broken,” said Sarah Bonello, founder of The Park. “I am in awe of the incredible first responders, organizations and individuals that have saved whatever and whoever they can. The Park is here to support however we can during this time.” The fashion brand did just so by dedicating 100 percent of proceeds from its limited-edition L.A. Love Collection to Baby2Baby and the California Fire Foundation.
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Retrouvaí worked to uplift Los Angeles with a generous auction. During the first weekend after the fires broke out, the independent fine jewelry brand held an auction for one of its Round Brilliant Diamond Magna Bracelets. 100 percent of the auction sale price was donated to the LAFD Foundation.
The activewear brand quickly transformed its HQ into a donation hub, shipping over 500 boxes of essentials to those in need. And that was only the beginning -- since then, Set Active has donated nearly $150,000 worth of product and raised $40,000 for individual GoFundMe campaigns of families affected by the wildfires. It also released a limited edition sweatshirt in January, from which 100% of the proceeds from each sale were donated directly to the LAFD. “As a Los Angeles-based company, our connection to this community runs deep,” said Lindsey Carter, founder and CEO. “When we saw the devastating impact of the wildfires on our friends and neighbors, taking action wasn’t just a choice – it was our responsibility.” Set Active’s philanthropy remains continual with proceeds from its core collection continuing to benefit fire relief. 8472 Melrose Pl 90069
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This Los Angeles brand knows essentials are needed from head to toe. Caring for its fellow Angelenos, Sock Candy donated socks to individuals affected by the fires and organizations that developed care packages.
Issuing out free clothing at its Larchmont Village, Brentwood and Abbot Kinney stores was only the beginning for Velvet by Graham & Spencer. With the debut of its collaboration with author and poet Cleo Wade, The Easeful Essentials Capsule Collection, the L.A.-based brand will donate launch day sales to Altadena Girls. Various
See also: 10 Organizations Healing Los Angeles
Photography by: Courtesy Alo Yoga; Āzlee; Eriness; Frank & Eileen/[email protected]; Jenna Blake; Lizzie Mandler; Mother, Set Active; Velvet by Graham & Spencer
