As the devastating fires rage on in Southern California, numerous brands based in Los Angeles have stepped up to sell exclusive merchandise aimed at raising essential funds for fire relief. Drawing inspiration from themes of resilience and solidarity, both physical storefronts and online retailers—along with a few celebrity collaborations—have crafted unique items that allow shoppers to demonstrate their support for their cherished neighborhoods while aiding their community.
Bernard Denney, co-owner of West Los Angeles boutique Only the Lonely, shared, “We engage with our community, sharing both joy and sorrow every day.” The store has launched a collection of items designed to assist wildfire relief efforts. The line includes shirts, hoodies, and trucker hats priced between $35 and $70, featuring slogans such as “Altadena Strong” and “Palisades Strong.” With net profits exceeding $5,000, these funds will be directed to the California Fire Foundation’s Benevolent Fund, which supports firefighters affected by natural disasters and those injured or killed while on duty.
Streetwear brand The Hundreds has also joined the cause, offering a “Love L.A.” graphic T-shirt for $50, with all proceeds benefiting the Community Organized Relief Effort (CORE). This organization aims to provide immediate assistance to families impacted by the fires and help with long-term recovery.
Big Bud Press, known for its unisex clothing and locally produced goods, is offering a railroad stripe tote bag featuring a nostalgic “I Love L.A.” design for $30. The initial run of 300 bags sold out in minutes, but the brand intends to restock and introduce a benefit tee as well. Proceeds from these sales will support the Pasadena Community Jobs Center in aiding Eaton fire victims.
Notable milliner Gladys Tamez has released two special versions of her iconic L.A. cap and cowboy hat, costing $320 and $350 respectively. A portion of the sales will benefit the Los Angeles Fire Department Foundation, and the brand will also channel funds from its ongoing Moving Sale towards GoFundMe’s Wildfire Relief Fund 2025.
In a show of solidarity, Los Angeles-born rapper Doja Cat has teamed up with fashion illustrator PINI to launch a collection of T-shirts and hoodies priced at $30 and $60, featuring artwork that symbolizes support for the state. All sales through the end of January will go to the American Red Cross.
Additionally, wearable art label Advisory Board Crystals has collaborated with local artist Kenny Scharf to produce shirts and hoodies adorned with Scharf’s recognizable “MOODZ” artwork, with profits benefitting the Pasadena Humane Society, which has taken in over 500 animals displaced by the fires.
Some brands have chosen to directly depict the impact of the wildfires in their designs. Downtown streetwear label Undisputed Principles has introduced shirts with images of the fires paired with the message “Los Angeles: Together, We Rise Above the Flames.” These shirts, sold for $30, will contribute all proceeds to GoFundMe’s Wildfire Relief Fund 2025. Teddy Fresh is selling a $40 tee featuring a graphic of a firefighting aircraft alongside scenes of burning trees, with funds equally shared among the Los Angeles Fire Department Foundation, Direct Relief, and Best Friends Animal Society.
Local artist Jennifer Vallez is also making a contribution, offering ceramic mugs, tumblers, stickers, and shirts—all featuring an illustration of a firefighter and a Dodgers-style cap wearer—for sale. Proceeds will benefit the American Red Cross, the Los Angeles Fire Department Foundation, and Best Friends Animal Society.
Designed to inspire hope and resilience, Los Feliz’s screen printing shop Y-Que has created shirts depicting a burning heart alongside the word “L.A.” Proceeds from each $20 shirt will aid cleanup efforts following the windstorms and support those who have recently lost their homes.
Eco-conscious brand Best Regards is participating by selling upcycled vintage apparel, donating 30% of proceeds from Los Angeles-themed items to the California Community Foundation’s Wildfire Recovery Fund.
Ysabella Delgado of Altadena-based jewelry brand Kikay expressed that their purpose extends beyond fundraising; it’s about fostering a sense of community for those affected. The brand offers corduroy hats and tote bags featuring the phrase “Rebuild Altadena,” with all profits supporting residents displaced by the Eaton fire.
Pasadena CLSC is continuing its support for local creative businesses with its new “Altadena Restoration Dept.” collection, featuring apparel promoting community unity. 100% of sales from these items will go directly back into the community through the Dena Relief Fund.
Haley Solar has similarly focused on the Eaton fire aftermath with its “Altadena” hats and beanies, committing to donate sales to the Altadena Girls Fire Recovery Fund and offering free shopping credits for those displaced at their Eagle Rock location.
For those interested in home decor rather than apparel, Smile Cult offers a mutual aid sticker bundle, with proceeds allocated to families in Altadena impacted by the fires.
With many of these specially designed items available only until the end of the month, there’s still time to make a meaningful contribution and wear a piece of history. In the face of adversity, the collective efforts of these L.A. brands remind us that community spirit and compassion persist even in challenging times.
