Here’s How Nike, Deckers, Skechers, Two Ten, Soles4Souls And More Are Helping LA Fire Victims
As the devastation surrounding the Los Angeles fires continues to unfold, many companies and organizations in the shoe industry are coming together to help those victims in need at this critical time.
Two Ten said Friday it is working closely with Foot Locker, Steve Madden, Skechers, Cel, Michael Kors, Evolution Design Lab and Jellypop to expedite assistance for impacted team members at those companies. The group also has been in touch with Designer Brands, Finish Line, Famous Footwear, and Asics about potentially impacted employees.
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“It’s devastating to see whole neighborhoods lost to these fires and so many homes destroyed,” Shawn Osborne, president and chief executive officer of Two Ten Footwear Foundation, said in a statement.
Here we round up how some of the companies are helping those victims effected by these devastating fires. This will be continuously updated.
APL
“Our hearts are with everyone impacted by the fires,” APL wrote on Instagram on Thursday. “To the courageous first responders and firefighters working tirelessly to protect and serve, we are endlessly grateful. In moments like these, the resilience and generosity of our community coming together reminds us of the strength we share. As part of our ongoing commitment to our city and its people, we will be working to donate shoes to those affected.”
Chinese Laundry
Chinese Laundry is donating 15,000 pairs of brand-new shoes to individuals impacted and displaced by the wildfires. Additionally, they’ve integrated an option for customers to contribute to the LAFD Wildfire Emergency Fund during checkout on their website.
“Our hearts ache for those affected, and we stand with the community during this unimaginably difficult time,” the company wrote on Instagram.
Deckers Brands
Deckers Brands announced on Instagram on Tuesday that it will donate $1 million to support the Los Angeles wildfire relief and recovery efforts. The donation is shared between Direct Relief and American Red Cross Los Angeles Region, the company said.
“Our hearts are with all of those affected by the horrific and devastating fires that continue to rage in Los Angeles and Ventura Counties,” Stefano Caroti, chief executive officer of Deckers Brands, said in a statement. “The loss is unimaginable. We are thankful for the first responders and valiant humanitarian efforts, and we are proud to be able to support in this time of crisis. Our hearts are with all of those who have been impacted.”
Evolution Design Lab
The company’s office is based in Pasadena and has become a community hub for donations. “Our community is very much in need,” said Jennet Chow, founder and co-chief executive officer of Pasadena, Calif.-based Evolution Design Lab. “We are serving all the local kids schools and their parents in Altadena, Pasadena, Eaton Canyon area.” The company is donating over 4,000 brand new shoes from its Jellypop and Jellypop kids brand, and is working with Two Ten now to help distribute more brands in our area.”
Marc Fisher Footwear
“We are proud to share with you that Marc Fisher Footwear is committed to doing our part and has donated $20,000 to the Two Ten Footwear Foundation to provide immediate relief and essential resources,” the company said in an email to FN. “Additionally, we are working with trusted partners, Delivering Good, Inc. and Giving Generously, to distribute footwear for men, women, and children, and will continue to reach out to other partners to ensure support is delivered effectively and swiftly.”
Merrell
“We’re taking immediate action to help,” Merrell wrote on Instagram on Friday. “Our team is gathering shoes and essential supplies to donate. We’re reaching out to local partners on the ground to provide ongoing support to the hardest-hit communities and plan to support trail restoration.”
Nike
On Jan. 17, the athletic giant said in an internal memo that it has contributed $7.8 million in financial and product donations, as well as contributions matched through its Employee Matching Gift Program. On top of the initial $250,000 commitment from the Nike Foundation to the American Red Cross, the company said it has committed an additional $500,000 for the American Red Cross; a $500,000 donation to the Los Angeles Fire Department Foundation; $500,000 to the World Central Kitchen; and more than $6 million in product commitments across Nike, Jordan and Converse through Good360.
Rebecca Minkoff
Rebecca Minkoff and the Female Founder Collective is hosting a fundraiser on Instagram for the Los Angeles Fire Department Foundation. In the last 72 hours, they have raised over $1.3 million dollars and counting.
Skechers
Skechers, which is based in California, has pledged more than $1 million in aid for Los Angeles wildfire relief efforts. The footwear brand that has long called Manhattan Beach home announced it has partnered with multiple local and national organizations to provide both monetary donations and goods. These organizations are in line with Skechers’ charitable focus on children and families. These organizations include American Red Cross, Baby2Baby, California Fire Foundation Wildfire & Disaster Relief Fund, Pasadena Education Foundation/Eaton Fire Response Fund and YMCA Metropolitan Los Angeles. “Skechers is more than just a global brand. We’re a company with a heart and Los Angeles is our home,” Skechers president Michael Greenberg said in a memo sent to employees, which was also shared with media. “While the road ahead may be challenging, I want you to know that our commitment to this community extends far beyond this immediate crisis. We will be here, supporting the long-term recovery and rebuilding efforts. Thank you for your resilience, your compassion, and your unwavering spirit. We are L.A. Strong.”
Soles4Souls
The Nashville-based organization is in contact with its nonprofit and school partners on the ground in the effected areas. In times of disaster like this, Soles4Souls works as second and third wave responders, letting the first responders go in and do what they need to do to assess the immediate need, while working to get supplies, including clothes and shoes, ready for when the time is right.
The Hundreds
“We cannot tell the story of The Hundreds without Los Angeles, so we stand with our community in the wake of catastrophic loss,” Bobby Hundreds, founder of The Hundreds, wrote on Instagram. “If you have been personally affected by the fires and in need of new clothing, we have prepared boxes for you at our store on Fairfax & Rosewood. To be picked up tomorrow (Friday, Jan. 10), while supplies last. ID/address requested. Shop hours: Noon-7pm. We are also accepting donations of: N95s, hygiene kits, blankets and pillows.”
Two Ten Footwear Foundation
“It’s devastating to see whole neighborhoods lost to these fires and so many homes destroyed,” Shawn Osborne, president and chief executive officer of Two Ten Footwear Foundation, said in a statement. “We’ve learned a lot responding to disasters of this magnitude before and we know those forced to evacuate are often in dire need of emergency funds to get their family out of harm’s way, find food and shelter, replace clothing and personal hygiene items. That’s why we focus on delivering financial assistance directly to footwear employees impacted by disasters within 24-48 hours. Our close relationships with companies across the industry help us respond quickly. I would add, for those who live far from these fire zones, please consider helping footwear colleagues now if you are able. Two Ten accepts donations of any amount — product donations, too — and we can help ensure your gift has immediate impact helping families in need.”
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