Corporations and local brands are contributing to Los Angeles wildfire relief through substantial donations and specially designed products, aiding affected communities and first responders.
As wildfires continue to devastate Los Angeles County, consuming more than 35,000 acres and resulting in at least eleven fatalities, the community has witnessed an outpouring of support from major corporations and local brands.
While many donation sites are overflowing with clothing, food, and home goods, victims of the fires and relief organizations are still in desperate need of funding and support. Corporations have stepped up. The Walt Disney Company has pledged $15 million to support immediate response and rebuilding initiatives. Collaborating with organizations such as the American Red Cross, the Los Angeles Fire Department Foundation, and the Los Angeles Regional Food Bank, Disney is also extending assistance to its Los Angeles-based employees through its Employee Relief Fund. “As this tragedy continues to unfold, The Walt Disney Company is committed to supporting our community and our employees as we all work together to recover and rebuild from this unbelievable devastation,” CEO Bob Iger said in a statement.
Paramount has announced a $1 million donation to several relief groups, including the Los Angeles Fire Department Foundation, California Fire Foundation, Red Cross, Direct Relief, World Central Kitchen, and Best Friends Animal Society. The studio is also offering support to affected employees through its Employee Assistance Fund to help cover costs related to emergency evacuation and disaster recovery.
Walmart has committed $2.5 million to wildfire relief efforts, providing donations of food, water, essential products, and grants. The company noted that its Southern California stores have contributed food, water, and gift cards to assist first responders and shelters in supporting those in need.
The Kroger Family of Companies, operating various supermarket chains, aims to raise $1 million for families impacted by the fires. Beneficiaries include the American Red Cross and local Feeding America-affiliated food banks. Kroger is facilitating customer donations at checkout and is donating food and water to the affected areas. “Our hearts are with everyone who is impacted by this tragedy — especially our team of associates and their extended families — and we are grateful to the first responders working so hard to protect our communities,” said Chairman and CEO Rodney McMullen.
The NFL Foundation, along with the owners of the Los Angeles Chargers, Los Angeles Rams, Minnesota Vikings, and Houston Texans, has pledged $5 million to support communities affected by the fires. NFL Commissioner Roger Goodell said the NFL family is “committed to working with the Los Angeles Chargers and Los Angeles Rams to support their local communities in their time of need.”
Brands supporting relief efforts
In addition to corporate donations, several brands are offering products with proceeds directed toward wildfire relief.
Clare V., the Los Angeles-based bag brand, has released two t-shirts and a hat featuring the phrase “Los Angeles, Je t’aime” (“Los Angeles, I Love You”). Retailing at $100, 100 percent of the profits from these items will benefit the American Red Cross, aiding in providing shelter, food, and essentials to those affected by the fires. Founder Clare Vivier noted, “I think the T-shirt and hat will sell well because people all over the country will buy that. It’s amazing how much people love Los Angeles, but we never have to think about it except in a time like this.”
The Hundreds, in partnership with the Community Organized Relief Effort, has introduced a “Love LA” t-shirt made from 100 percent cotton. Proceeds from the sales will support families through cash programs, emergency materials, and comprehensive case management, assisting in both immediate and long-term recovery efforts.
Fanatics, in collaboration with Los Angeles sports teams, has launched “LA Strong” merchandise, including t-shirts and hoodies featuring a custom logo. All proceeds from these items will be donated to the American Red Cross and the Los Angeles Fire Department Foundation. Michael Rubin, Fanatics founder, emphasized the collective responsibility to assist those affected by stating, “We all have a duty to help those impacted by these devastating wildfires.”
Cotton Citizen is offering free clothing care packages via email, while BAA, Cuts, and Joe’s Jeans are providing free products through direct requests on Instagram. Seconds Market, Pickle, and Madhappy have also pledged their support, making it easy for families to access new clothing by submitting online forms. Rad Habits, Cherry, Teddy Fresh, and Fashion Brand Company are similarly offering free clothing, ensuring that both adults and kids have what they need. Samii Ryan, a brand catering to both adults and children, is offering care packages through Instagram. For those seeking women’s clothing, brands such as Daily Drills, Dippin’ Daisys, DONNI, ALC, Reformation, and Clyque are providing free apparel and care packages. Additionally, With Love Lenny, Set Active, For Love & Lemons, and Ripley Rader have all stepped up to provide essential clothing items to women in need.
Pura Vida has introduced a Los Angeles Wildfire Relief Bracelet, priced at $8, with one hundred percent of net profits donated to Direct Relief. This organization provides life-saving medical aid, wildfire kits, and emergency funding to those in need.
Sydney Evan, a fine jewelry brand based in Los Angeles, is donating 100 percent of proceeds from two California-inspired charm necklaces — the Eye Heart LA Necklace and the California State Necklace — to the Los Angeles Fire Department Foundation. These contributions support the foundation’s efforts in providing necessary equipment and resources to first responders.
Maintaining personal hygiene is crucial, especially during emergencies, and several brands are providing personal care products to affected families. LESSE is offering product replacements via email, while Facile Skin and Blu Atlas are distributing free personal care packages. Beekeeper’s Naturals is not only donating products but also offering reimbursements for previously purchased items that were lost.
Other notable contributors include Nopalera, Stratia, KOA LIFE, and Credo Beauty, which are offering free personal care products through various channels. Personal Fav, Maren Taylor, and several other wellness-focused brands are also providing care packages to help families maintain their routines.
Tarte Cosmetics has committed to donating 100 percent of net proceeds from online sales, up to $250,000, to World Central Kitchen. This organization partners with local restaurants and food trucks to provide meals to first responders and evacuees affected by the wildfires.
Thrive Causemetics has also pledged to donate 100 percent of profits to the American Red Cross Los Angeles Region on Saturday January 11, to support wildfire relief efforts. Additionally, the brand is contributing to Pasadena Humane and the Animal Wellness Foundation, aiding animals displaced by the fires.
Several brands specializing in high-quality bedding are offering free care packages to families who have lost their homes. Boll & Branch is donating its bedding products, ensuring that displaced individuals can sleep comfortably during this difficult time. Coop Sleep Goods is also contributing to the cause by providing free bedding products, while Avocado, known for its sustainable mattresses and bedding, is offering care packages to affected families, including mattresses. Cozy Earth is assisting families by offering replacements for a range of bedding and home goods.
Recognizing the emotional toll of losing cherished memories, photo companies are offering replacements to families who lost photo albums and prints in the fires. BabyPage and Chatbooks are providing free replacements through email, while Shutterfly has set up a dedicated hotline to assist affected individuals. Artifact Uprising is offering its services through Instagram, ensuring families can recover treasured keepsakes.
How to Access These Resources
Families in need can reach out directly to these brands through email, online forms, or social media, depending on the company. This list has contact information for many of the participating brands.
Beyond direct financial contributions and product sales, several brands are organizing donation drives and providing essential items to those affected. G&B Digital Management is coordinating a donation drive to supply critical items to evacuation centers, focusing on the Koreatown YMCA and Anderson Munger Family YMCA. Similarly, beauty brand Tower28 has organized a donation suite to collect hygiene and beauty products, clothing, and other essentials for distribution to those in need.
This is a developing story and will be updated with more resources.
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