Companies

US footwear industry helps LA fire victims

Jan 16, 2025 United States

Deckers Brands, Skechers, Merrell, APL, Two Ten Footwear Foundation and Soles4Souls are among the companies and organisations coming together to help the victims of the LA fires

After days of raging wildfires fuelled by dry conditions and high winds around the Los Angeles area, which have killed at least 25 people and forced some 180,000 people from their homes (nbcnews.com), the US footwear industry is coming together to help the victims. “It’s devastating to see whole neighbourhoods 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.

The organisation is leveraging its relationships with companies across the industry, including Foot Locker, Steve Madden, Skechers, Cel, Michael Kors, Evolution Design Lab and Jellypop, to deliver financial assistance directly to footwear workers affected by the disasters. It’s also accepting product or cash donations from those living far from the fire zones to ensure they get to families in need.

California-based Skechers has pledged more than 1 million US dollars to relief efforts by partnering with several local and national organisations to provide both cash and goods donations. These organisations include the 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. 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”, Skechers president Michael Greenberg said in a memo sent to employees.

Deckers Brands announced on social media that it is also donating 1 million US dollars to support relief and recovery efforts, which will be split between Direct Relief and the American Red Cross Los Angeles Region. Marc Fish Footwear has also donated 20,000 US dollars to the Two Ten Footwear Foundation to provide immediate relief and essential resources.

According to Footwear News, March Fish Footwear, Merrell, APL and Evolution Design Lab are also working to collect and donate shoes to those in need. Nashville-based Soles4Souls is in touch with its non-profit and school partners on the ground in the affected areas to act as second and third-wave responders. As first responders go in and do what they need to do to assess the immediate needs, the organisation is getting supplies, including clothing and shoes, ready for when the time comes.

Image Credits: https://www.latimes.com/

United States Community Companies Deckers Footwear Merrell Organisations Skechers