Brands stepping up during the fires

Plus: A small dose of distraction.

Morning,

And just like that, so many families in Altadena and the Eaton fire zone have lost everything too. I don’t have words. One of my best friends lost everything within minutes. I was listening to the BBC last night and a psychologist explained that the loss of a home is an equivalent stress to a death in the family. I’m heartbroken for everyone going through this.

I sat down today to write what should have been my first regular-programming newsletter of the year but frankly, my heart is too heavy to manage it.

This is just a short list of brands I’m seeing turn up at the moment and a few resources. It’s in no way comprehensive. Feel free to comment if you’ve seen something worth sharing.

I decided to leave the FUN FOR THE WEEK section for one reason only. Kirsten encouraged me to write the newsletter because she said reading it would be a welcome distraction. And while I haven’t completely fulfilled her request, this is for her.

Stay safe LA. I’m grieving with you.

- Chris

BRANDS SHOWING UP

BOBBIE // Bobbie has launched an LA Fire Relief Fund so any LA family that has lost their home or experienced a similarly unimaginable loss, can have their feeding journey covered. Families and loved ones can apply here. And, if you want to join their efforts, you can Give a Can here.

MUD/WTR // As mentioned, MUD/WTR is opening up their offices for those evacuated.

EVERYTABLE // EveryTable is giving away meals to those displaced staying in shelters and firefighter crews.

AIRBNB // Hosts on Airbnb are also stepping up and offering free homestays. Airbnb is covering the operating costs of those stays.

ARC’TERYX // Arc’teryx is donating supplies and collecting them. You can drop off food, clothing, supplies, and even pet essentials for humane societies in need at @strongholdclimb Echo Park, a safe zone central to the fires.

SPACEX // My friend works at SpaceX and she’s personally working on helping agencies get Starlinks if they need them. Get in touch with her directly if you know someone who is in need. (Not creative agencies, those working on fire rescue/relief, a clarification that might not be needed but given those that read here I thought I should make.)

PLANET FITNESS // If you need a shower, all Planet Fitness locations are open without a membership.

TOYOTA // Toyota is matching employee donations. Many large corporations have existing programs for this. e.l.f is doing the same. Inquire if your company has a program and make your dollars have more impact. And if you’re a company that doesn’t have a program set up, I encourage you to do so with tools like this that make it easier.

PLAY LA // My good friend Kim is collecting goods for donation at her store all month long. If you live near Culver, this is a good drop-off spot. Pls tell her I’m proud of her when you go.

BABY2BABY // Not a ‘brand’ per se but this non-profit is providing critical items including diapers, food, formula, and hygiene products for children and families who have lost everything. This is where I’ve donated, in addition to giving directly to families that have lost their homes and friends doing supply runs.

WORLD CENTRAL KITCHEN // José Andrés continues to amaze me. This organization is world-class and a good one to support if you’re looking for a place.

GIRL SCOUTS // Girl Scouts have opened their camps for those who need shelter and are offering large animal and livestock space.

OTHER RESOURCES WORTH MENTIONING:

• Sevilla Vets are offering free checks for any affected animals.

• If you’re in Venice, Moss is a great donation center and doing a lot. In West Hollywood, Coop is doing a lot, too. But there are so many others.

• Scribble is rallying therapists to offer free counseling for anyone affected.

• Some beautiful humans made the mutual aid resource into a map, making it much easier to find what you need.

• Another very kind human is gathering a list of brands offering free products to those affected. To get your brand on this list, reach out to Julia.

The list could go on. But finally, the last option I encourage you to take is to donate directly to families via their Go Fund Me. It might feel strange or weird to give you don’t know, but it’s needed. Small donations all add up.

And now for the distraction, I promised:

FUN FOR THE WEEK

• Kirsten and I were invited on a podcast, and Ryan, who is one of the nicest humans you’ll ever meet, referred to us as the ‘new Thelma and Louise’ and now we have a new joint bio. The podcast is called The Courage Podcast and that feels appropriate for this letter.

• It’s way too late for this but love this tinsel cactus tree.

• Shoe charms for kids by ASICS x Tetier. Cute and cool.

• Mad Happy opened in Aspen. I like the interiors. The first sign pic though is a bit sad.

• This is funny and scrappy for a fin-tech start-up.

• Are ‘button covers’ going to make a comeback? Like jewelry for your clothes.

• This is a funny swag concept.

• Check out these (literal) shades of grey ice cream in Melbourne by artist João Loureiro.

• Some men are giving ‘boy apartment’ a new meaning (gift link)

• Shutterstock and Getty are merging. Will 2025 be ok with monopolies like this?

• The sports content of my (and every Virgo’s) dreams.

• This elder care conversation is getting louder.

• A brand could work with this: via @Casey. “Gen Z has reinvented the potluck dinner: “Uber Eats Roulette,” where friends order a specific dollar's worth of food without telling each other what they ordered, is going viral on TikTok.”

• This Loewe X On collab content is lovely.

• This IKEA ad made me laugh.

• Enjoyed this imperfect take on a Jacquemus style post by Massimo Dutti.

• There are now cinemas with screening rooms made for kids. A tween option would also be genius.

• Poppi hired butlers—called it.

  

That’s all, folx.

Love to you all.

Share this not for the algo but in case someone needs it.