How Brands Are Supporting Relief Efforts

Los Angeles has long been a city of dreams, but its reality has been marked by devastation as relentless wildfires ravage the region this January. Entire neighborhoods have been reduced to ash, families displaced, and the air choked with smoke, leaving all heartbroken as we watch in horror and try to help from afar. As Californians grapple with the immediate and long-term impacts of this environmental tragedy, a sense of solidarity is emerging from unexpected corners: the fashion and retail industries.

Brands known for their style and innovation are pivoting to provide meaningful support, demonstrating that corporate social responsibility can go beyond mere statements to impactful action. Below, we highlight some of the initiatives making a difference.

Alo Yoga: Mobilizing Relief with Care Kits and Meals

Alo Yoga, the Los Angeles-based activewear brand, is making a substantial impact through its multi-faceted relief efforts. The brand is distributing 20,000 care kits to individuals affected by the wildfires. Each kit includes wellness products, clothing essentials — including items for children — hydration, snacks, and other necessities. Alo has partnered with local organizations and brands like PH Water, Cali Water, and Goop Kitchen to provide daily nourishing meals alongside these kits.

For those directly impacted, care kits are available for pickup at Alo’s Beverly Hills location (370 N Canon Drive, Beverly Hills, CA 90210) from January 14 to January 16, between 10:00 AM and 4:00 PM. Alo has also donated clothing, gift cards, and essential items to first responders and families in need. Furthermore, the brand is contributing financially to organizations like the Los Angeles Fire Department Foundation and Baby2Baby, amplifying their impact and commitment to the community.

AZLEE: Shifting Focus to Community Rebuilding

Santa Monica-based jewelry brand AZLEE is channeling its philanthropic efforts this year to support the victims of the LA wildfires. Throughout 2025, every piece of AZLEE jewelry sold will contribute to the Pasadena Humane Society and the American Red Cross, organizations critical to disaster relief and recovery efforts. Historically, AZLEE has dedicated its charitable contributions to ocean-related causes. However, with their studio, home, and team based in Los Angeles, founder Baylee Zwart has decided to shift focus to rebuilding the local community.

Zwart, who resides in the Palisades, experienced the wildfires firsthand — her home sustained manageable damage, but her neighborhood lost everything. This personal connection drives her commitment to help restore and support the city she calls home. AZLEE’s initiative embodies the resilience and unity of the LA community, offering a meaningful way for customers to contribute through their purchases.

Babylist: Essential Supplies for Families

Babylist, alongside partners Meena Harris and Stoney Clover Lane, is extending a helping hand to families affected by the LA fires. On January 21 and 28, they are inviting impacted families to their Beverly Hills showroom (211 S Beverly Drive, Beverly Hills, CA), between 11:00 AM and 6:00 PM, to pick up essential baby gear and personal care items donated by leading Babylist brand partners, such as Stokke, Mockingbird, Cybex, Nanit, and Chicco. Available items (while supplies last) include strollers, high chairs, baby carriers, infant car seats, bassinets, convertible car seats, breast pumps, bottles, formula, nursing pillows, swaddles, and baby clothes.

Bleusalt: Providing Clothing Donations

Bleusalt is stepping up by offering clothing donations at their Malibu headquarters to those in need. Additionally, the brand contributed hundreds of gently worn pieces to stylist Elizabeth Stewart’s clothing drive, ensuring that displaced individuals have access to essential clothing during this difficult time.

Chinese Laundry: Stepping Up with Donations and Customer Engagement

Chinese Laundry, a beloved LA-based footwear brand, is making significant contributions to wildfire relief efforts in the community they proudly call home. The brand is donating 15,000 pairs of brand-new shoes to individuals impacted and displaced by the wildfires, providing both comfort and support to those in need. Additionally, Chinese Laundry has integrated a feature on their website allowing customers to contribute directly to the LAFD Wildfire Emergency Fund during checkout, making it easy for their community to join the cause. This dual approach of direct aid and customer engagement underscores their commitment to supporting Los Angeles during this challenging time.

Cotton On: Partnering with Project Hope

Starting January 13 through January 26, every penny raised through the Cotton On Foundation in the USA, both online and in stores, will be donated to Project Hope. This organization is working tirelessly on the ground to provide aid and relief for wildfire victims. Customers can shop Cotton On Foundation products knowing their purchases directly support the California Fire Fund. Whether you’re buying a tote bag or donating directly at checkout, every dollar counts.

Dolce Vita: Supporting Baby2Baby

Dolce Vita, a brand beloved for its chic footwear and accessories, is redirecting its profits to Baby2Baby, an organization that provides essentials to children living in poverty. This initiative will ensure families displaced by the Los Angeles wildfires receive diapers, clothing, and other necessities during this critical time.

Frances Valentine: Supporting The Red Cross Through Sales

Frances Valentine is making a difference by donating 10% of profits from their Warehouse Sale — up to 75% off archive styles with free shipping, beginning January 16 — to The Red Cross to support LA wildfire relief and rescue efforts. Customers can shop knowing that their purchases contribute directly to wildfire relief efforts. Originally, the brand offered a giveback with every purchase of their Canvas Heart Easy Tote, but after selling out completely, they pivoted to continue their support.

Grace Lee: Charitable Efforts for Victims

Jewelry designer Grace Lee is giving back in a powerful way, pledging to donate all proceeds from her Bangle Collection to the LA Fire Department. In addition to this generous contribution, Lee is offering a special gift to those affected by the recent LA fires. Anyone who has lost their home will receive a Resin Ring and Resin Pod Necklace, bringing both beauty and support to those in need. With her thoughtful actions, Grace Lee is making a meaningful difference for her community during this challenging time.

HOMAGE: Paying Tribute with Purpose

HOMAGE has launched a “City of Angels” design to honor those impacted by the California wildfires. Available as a t-shirt ($25) or crewneck sweatshirt ($45), 100% of the net proceeds from these items will benefit the American Red Cross. This initiative combines thoughtful design with impactful giving, allowing customers to support relief efforts while showcasing their solidarity with Los Angeles.

Honor The Gift and Why Not? Foundation: Supporting LA Wildfire Relief

Russell Westbrook’s Honor The Gift and Why Not? Foundation have teamed up to aid Los Angeles communities impacted by the Eaton fire. They’ve launched a limited-edition T-shirt honoring the city, with 100% of net proceeds benefitting residents of Altadena and Pasadena. Funds will provide essential aid and resources for recovery. The T-shirts are available for pre-order now, with shipping in 3-4 weeks. Additionally, the brands have donated inventory and supplies to those in need, reinforcing their mission of community support and resilience.

Jacquie Aiche: Supporting Resilience Through Design

Jacquie Aiche has launched two meaningful initiatives to support wildfire relief. The Tribe Together Tote donates 100% of proceeds to the California Fire Foundation, aiding families, individuals, and first responders. Additionally, the brand’s Pavé Phoenix Rising Shaker Necklace symbolizes resilience, with all proceeds going to World Central Kitchen, which provides meals to first responders and displaced families. These pieces exemplify unity, generosity, and hope during challenging times. Additionally, 10% of all online sales will be donated to the Pasadena Humane Society.

Jewelers Unite for SoCal Fire Relief: An Auction for Change

Beth Yorn of Elisabeth Bell Jewelry, Kayla Rose of Roseark, and Brooke Borisoff of The Tray have joined forces to launch Jewelers Unite for SoCal Fire Relief. This inspiring initiative brings together over 50 jewelry designers — including brands like Ophelia Eve and Brent Neale — to create an auction benefiting victims and families affected by the wildfires. Partnering with the EIF/SoCal Fire Fund, 100% net proceeds from the auction will go directly to wildfire relief efforts. The auction is hosted on the Charity Buzz platform, providing an opportunity for people to bid on stunning pieces while supporting a vital cause.

JINS: Giving Back Through Eyewear

Japanese eyewear brand JINS has launched a meaningful fundraising initiative to support Los Angeles amid the devastation. From January 17 to 19, JINS donated 100% of sales from its four Los Angeles locations to the LA Regional Food Bank, CAL FIRE Benevolent Fund, and GoFundMe Wildfire Relief Fund 2025. This three-day effort aligns with the opening of JINS’ new Abbot Kinney retail store in Venice, where Founder and CEO Hitoshi Tanaka will personally welcome customers on opening day. California has been home to JINS since the brand opened its first U.S. store in 2015, and this initiative reflects their commitment to the community that has embraced them. The funds raised will directly support recovery efforts for local residents and families affected by the wildfires, underscoring JINS’ dedication to giving back during times of crisis.

Paula Rosen Jewelry: Supporting Relief with the Speak Your Truth Bracelet Collection

Paula Rosen Jewelry, a small, woman-owned business based in Los Angeles, is stepping up to support wildfire relief efforts through its Speak Your Truth Bracelet Collection. Founder and designer Paula Rosen is donating 100% of proceeds from this collection to organizations such as The Red Cross, Baby2Baby, LAFD, and the ASPCA.

The Speak Your Truth Bracelet is crafted with 14k gold-filled materials and retails for $185. It features six inspiring tag options — ‘Believe,’ ‘Love,’ ‘Badass,’ ‘Dance,’ ‘Happy,’ and ‘Magic’ — allowing wearers to choose a message that resonates with them. These bracelets are available exclusively at PaulaRosen.com, offering a way for customers to contribute directly to critical wildfire relief efforts while owning a piece of meaningful jewelry.

Rebecca Minkoff and the Female Founder Collective: Fundraising for First Responders

Rebecca Minkoff, along with the Female Founder Collective, has raised over $1.2 million through an Instagram fundraiser benefiting the Los Angeles Fire Department Foundation. The brand has a legacy of stepping up in times of crisis, from aiding after 9/11 to today’s efforts.

Rent the Runway: Empowering Fire Victims with Wardrobe Support

Rent the Runway is extending a unique lifeline to those impacted by the Los Angeles wildfires by donating up to 10,000 codes for two free months of their services. For families who’ve lost everything, this offers a moment of grace — access to a wardrobe that allows them to continue to get dressed each day without additional financial strain.

Retrofête and SER.O.YA: Organizing Donations for Families

Retrofête and SER.O.YA have taken an active role in wildfire relief, connecting with over 200 families who lost everything in the fires. Spearheading donation efforts, the team has collected men’s, women’s, and children’s clothing, along with essentials like strollers and car seats. With help from their extensive network in the fashion industry, they’ve partnered with other brands to deliver outerwear, cozy knits, and even special statement pieces to families in need, sparking joy amidst devastation. Their hands-on approach underscores their mission to deliver immediate support and relief, reflecting their dedication to community-driven philanthropy.

Tieks for LA: Mobilizing Philanthropy for Wildfire Relief

Luxury ballet flat company Tieks has launched an inspiring campaign, Tieks for LA, to support individuals and families impacted by the devastating wildfires in greater Los Angeles. The initiative demonstrates how fashion brands can step up to make a tangible difference during times of crisis. In just the first 48 hours, the Tieks for LA campaign raised over $50,000 by incentivizing donations. The brand is offering $50 gift cards to individuals who contribute $25 or more, either monetarily or through in-kind donations, to nonprofit organizations focused on wildfire relief.

The Bigger Picture

The Los Angeles wildfires are a stark reminder of the urgent need to address climate change and community resilience. While these brand initiatives offer immediate relief, they also underscore the role businesses can play in fostering long-term solutions. Supporting these efforts by shopping consciously or sharing resources amplifies their impact and brings hope to those in need.

As the Los Angeles wildfires continue, one thing remains clear: collective action — from individuals, businesses, and organizations — can light the path toward recovery. Together, we can ensure Los Angeles rebuilds stronger, more united, and ready to face the challenges ahead.

If you know of any fashion brand aiding LA wildfire relief, please email us so we can share their efforts and guide readers on how to help.