As wildfires continue to wreck havoc on Los Angeles, the footwear industry has already sprung into action. The extent of damage to LA-based brands, retailers, and employees has yet to be fully understood, but it is clear there is drastic, imminent need.

If you are in need of assistance or would like to support those impacted, read on for a developing roundup of efforts.
Skechers Pledges $1 Million in Aid
“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 writes in an internal memo to employees. “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 LA Strong.”
As the city continues to battle devastating wildfires, the brand is already taking action to support its home community. In line with its charitable focus on children and families, Skechers is partnering with several local and national organizations to provide monetary donations and goods, including:
- American Red Cross
- Baby2Baby
- California Fire Foundation Wildfire & Disaster Relief Fund
- Pasadena Education Foundation / Eaton Fire Response Fund
- YMCA Metropolitan Los Angeles
Additionally, Skechers is looking into how it can impact Eaton Park and other programs through the Los Angeles County Department of Parks and Recreation. The brand is also implementing a national register roundup at retail stores across the country so that consumers can easily help victims. Skechers will also help ease the disaster’s impact on local animal shelters by supporting Agoura Animal Care Center and paying for all dog and cat adoptions today through Sunday, January 19.
Two Ten Springs Into Action
Two Ten Footwear Foundation is already working to spread the word that those who have been working in the footwear industry for at least one year may be eligible for emergency financial assistance, counseling services, and referrals to additional resources.
Other Footwear Brands and Retailers Offering Support
Other footwear and fashion brands have already revealed their plans to help. In an Instagram post, Merrell said it is gathering shoes and essential supplies to donate and is reaching out to local partners to support trail restoration. LA-based APL vows to continue donations to Baby2Baby, Shelter Partnership, Soles4Souls, and individual groups who have been impacted. FP Movement is handing out clothing, shoes, and body care supplies from Free People.
Jeffrey Campbell is donating 30 percent of all sales on its website through January 21 to aid Angelenos who have been impacted by the wildfires. It also made a donation to the LA Fire Department, according to Modern Luxury Angeleno. Contemporary brand Dolce Vita has donated to Baby2Baby.
Major retailers have revealed their support for victims, as well. Walmart has pledged $2.5 million, and Target is donating $1 million to local and national disaster relief organizations like the League of California Community Foundation.