Footwear Industry Bands Together to Provide Relief for LA Fires

How to give and receive urgent help.

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.

CAL FIRE_Official, Public domain, via Wikimedia Commons

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:

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.

“Two Ten has responded to many major natural disasters, but even for us this situation is unprecedented. More than week later, fires continue to spread and the number of footwear employees who are threatened grows daily,” Shawn Osborne, president and CEO of Two Ten Footwear Foundation, tells Footwear Plus. “Two Ten’s ability to deliver emergency funds directly to impacted employees swiftly is vital because, aside from the deep trauma of a disaster like this, the financial blow can be devastating. Many who’ve lost their homes or been forced to evacuate to get out of harm’s way are now draining their savings just to meet most basic needs: food, shelter, clothing, personal hygiene items. Luckily, several leading footwear companies have stepped in to help us identify those who may be at risk. That expedites things, allowing us to get electronic checks to footwear families in need within 24-48 hours.”

To help support colleagues in LA, shoepeople can help by making a gift to Two Ten’s Disaster & Hardship Relief Fund or donating product to Two Ten’s Share Your Shoes program to raise funds for relief.

If you or someone you know needs help, please reach out to Two Ten. Footwear employees impacted by the LA fires can apply for disaster relief online, call at 781-736-1500, or have an employer contact the organization on their behalf.

 

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 AngelenoContemporary 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.

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