Many brands and retailers are working to help the victims of the wildfires in Los Angeles, including hosting clothing and supply drives, donating product, and sending cash to nonprofit organizations helping those in need.
Last Friday, Los Angeles-based 686 jumped into action with 686 Marketing Specialist Evalina Sundbye and VP of Marketing Brent Sandor, delivering donations of 686 Everywhere Pants and 686 waterproof puffer blankets to local businesses and galleries in LA that turned into pop-up donation centers.
“What we have learned over the past few days is that the situation is fluid and ever developing,” Sandor told SESO last week. “Aid centers are popping up in local communities and their needs are shifting, seemingly hour by hour. Looking further out, needs today may not be the same specific needs in a few days or weeks. While the idea of donating is easy, the actual act is a bit more complicated currently. For those wanting to donate, it is important to take the time to check up to the moment information or coordinate your donation to make sure it is useful and timely for the specific receiver.”

686 has been engaging directly with the community to coordinate donations. Photo via 686 Instagram.
Sandor and 686 recommended the following resources:
- The Mutual Aid LA Network (MALAN) List is a comprehensive and up-to-date list of resources and aid and is updated frequently each day. Brands and individuals can browse the various aid resources including donations, veterinary, housing, etc., and see what they align with and reach out to coordinate support.
- NRI USA will be accepting product donations from industry partners and be distributing these to organizations in LA. Brands must contact Ryan (ryan@nri3pl.com) to coordinate their donation prior to shipping.
- Eaton Fire Fund – Numerous people have lost their homes and need help. Here is a link of more than 600 GoFundMe campaigns for people who have lost their homes.
Sandor said 686 will continue to monitor the situation and adjust its plans accordingly.
In the near term, it will support the NRI collection initiative, aiding as needed as donations arrive and need to be organized and placed.
“Longer term, we plan to work with partner brands and resorts to help provide stoke and on-snow experiences to riders who may have been left with no gear and have a long recovery ahead,” he said.
Because they are based in Los Angeles, industry folks from around the world have reached out to 686 to make sure they are okay.
“This has been really hard,” a company statement said. “We’ve watched, we’ve worked, we’ve cried, we’ve communicated with friends all over the world, but most importantly we’ve supported each other.
“For those checking in, thank you. We (686 employees) and our homes are all currently safe. We have friends who have not been as lucky and who have lost so much, and our hearts are with them currently.
“It is truly impressive to watch this city, and our community come together and check in on and aid one another – both physically and mentally. Together we share strength.”
Industry Brands and Retailers Step Up
Here is a sampling of other efforts being made by industry brands and retailers – it’s not a comprehensive list, but provides a flavor of the many ways the industry is trying to help.
La Jolla Group Donation Drive

Baby supplies and other goods collected at the La Jolla Group donation drive. Photo courtesy of O’Neill.
The La Jolla Group, home to O’Neill Clothing and other brands, turned its Irvine headquarters into a donation site earlier this week.
The company collected blankets, feminine care products, baby diapers, wet wipes, drinking water, first aid supplies, dog and cat food, and more.
Twelve pallets were ultimately collected.
“I read an article the other day about turning empathy into compassion by putting your sadness for others into actions and it really did help,” said O’Neill VP of Marketing Carrie Piccolini. “You could tell everyone was so happy to be able to work together to help others. Made me really proud of our industry. Sad times need these moments.”
Olukai Offers Shoes to Fire Victims and First Responders at Val Surf and Jack’s
Thursday, Olukai executed pop up events at Val Surf’s Valley Village store and Jack’s Santa Monica location to provide shoes to fire victims and first responders, and other brands such as Slowtide, Zevn and Rip Curl also provided goods at the Jack’s popup, and New Balance gave away free shoes as well at Val Surf Valley Village.

One of several donation drives and distribution efforts by Val Surf during the crisis. Photo courtesy of Val Surf.
Both stores have been very involved in relief efforts including launching several donation drives that collected a wide range of goods, from nonperishable food to power banks.
Jack’s also partnered with the Oppenheim Group, LA Dream Center, and the Orange County Register to support community members and first responders in LA, with a donation drop off center created at the Oppenheim offices in Orange County.
Early on, Val Surf partnered with the restaurant HomeState to collect and distribute goods to those impacted.
“We did a donation drive through the shop all last week,” Nate Kaufman of Val Surf told SESO. “The response was overwhelming. I and several other amazing employees took multiple sprinter van loads to Pasadena where we partnered with the restaurant HomeState. They were closed because of the fires, so we used their parking lot to stage donations. They had employees who volunteered to help along with our employees and friends. We gave out a steady stream of donations through the weekend and carried that over into Monday.
“At the shop Thursday, we partnered with Olukai and New Balance to give away over 400 pairs of shoes for anyone in need,” Kaufman said. “We’ve also continued taking donations from industry friend and vendors that we deal with long with people still donating to our Amazon wish list. “
Jack’s is also selling a T-shirt, “Pray for LA,” with 100% of the proceeds donated to the Red Cross.
Vuori Offers Clothing to Fire Victims
Vuori invited those impacted by fires to stop by Vuori stores in Southern California.
“We would like to donate Vuori products to as many fire victims as we can,” the brand said on Instagram.
The gesture was welcomed by customers.
“I’m currently evacuated and ripped one of the few pants I had,” said a Vuori customer who commented on Vuori’s Instagram post. “I went to a Vuori store today to get something multi-functional. When I was checking out, the cashier asked if my daughter and I had any fun plans. I told her why we were down in San Diego and she immediately returned my item and re-did the sale with a 40% discount and said, ‘The last thing we want you to worry about is clothes.’ It was such a meaningful act of kindness. Vuori is a truly wonderful CA-based company and you have a customer for life.”
Outerknown Opens Store Doors to Fire Victims
Outerknown, based in LA, expanded its relief efforts after donating 100% of proceeds from online sales this past weekend.
Beginning yesterday in its El Segundo store and today in the Camarillo location, the brand invited fire victims to pick up free clothing in what it’s calling a “fire relief shop.” The event lasts through Jan. 20.
“During this challenging time, we continue to stand with our friends and neighbors and are committed to supporting you,” the brand wrote on Instagram.
Vans Donates Products to Non-Profit
To support immediate relief efforts, Vans is making a product donation to Soles4Souls and organizing a product drive to collect essential supplies for those affected.
“Our thoughts are with the entire community during this challenging time,” Vans wrote on Instagram.
Jetty Returns to its Roots with Wildfire Relief Fundraiser

Jetty is selling a hoodie and T-shirt, with all profits donated to those helping wildfire victims. Photo courtesy of Jetty.
Jetty, the East Coast surf-inspired apparel brand with a growing presence in the outdoor and active lifestyle markets, has launched a Unite + Rebuild California Wildfire Relief campaign to raise money for those impacted by the Los Angeles-area wildfires.
The New Jersey-based business has a history of coming to the aid of communities that extends back two decades. One hundred percent of profits from Jetty’s latest charitable initiative will directly benefit those in need.
Over the years, Jetty has donated more than $2.4 million to dozens of individuals, businesses, and organizations in need.
“Whether East Coast or West Coast, it doesn’t matter—we’re all in this together and need to support one another during difficult times like this,” said Jeremy DeFilippis, Jetty Co-Founder and CEO, in a statement.
Obey Donates Profits from Online Sales
Obey donated 100% of profits from online sales from Jan. 10-16 to a variety of nonprofits to help relief efforts.
“Los Angeles is our home, our inspiration, and in many ways the heartbeat of our brand,” the brand wrote on Instagram. “To see the destruction from the wildfires over the last few days has been beyond devastating. The immediate impact has been felt in one way or another by everyone in the city. The stories of friends, families, and complete strangers are impossible to hear and not react with empathy and a sense of a need to help.”
Former Accepting Donations at Ventura Store
Forner is collecting items to go directly to families and communities impacted by the fires, including toiletries, N95 masks, air purifiers, baby supplies, batteries, and more.
“We’re so proud to see this community come together,” the brand wrote on Instagram. “And if you’re able, the most impactful thing you can do right now is show up. Whether it’s for an hour, or a day, or a week – it all helps. It’s time to prove that even when LA feels at its weakest, it’s stronger than ever.”
Deckers Brands to Donate $1 Million
Deckers brands, home to Hoka, Ugg, and Teva, is donating $1 million to help fire relief efforts.
The company said the money will go to Direct Relief and American Red Cross Los Angeles Region.