Cowritten by Anthony C. Stafford
2025 started off with the unimaginable, as parts of the greater Los Angeles area fell victim to a firestorm. This perfect storm of raging, hurricane-force winds, blinding smoke, quick-moving flames, and sizzling walls of embers brought large-scale destruction to the Pacific Palisades and Altadena. However, other areas including Ventura County, San Fernando and Santa Clarita Valleys, and even as far south as San Diego, have suffered from continued fire weather in the following days. In what has been an overwhelmingly dry rainy season, Southern California has gone approximately 300 days without rain — until this past weekend. Now, the city sees its neighbors, families, and friends all across the state come together to heal, rebuild, and show their support for those affected by the fires.
For the firefighters and law enforcement who gave their all, the region has shown eternal gratitude. And for the victims whose lives are forever changed, immense empathy and encouragement will pour for months to come, because we are all in this effort together. Below are community care initiatives put together in order to help those impacted by the recent fires.
The Goodwell Company
Sustainable hat brand, The Goodwell Company launched a 90-day campaign with a strong commitment that shows their dedication to the city. Through April 15, 2025, The Goodwell Company is donating 100% of proceeds from sales to the Los Angeles Fire Department Foundation, which helps secure vital equipment and funds critical programs to ensure LAFD can continue to save lives.
The GoodWell Company is a Los Angeles-based sustainable hat brand dedicated to producing eco-friendly, stylish products while supporting meaningful causes.
Staying true to their mission “to create sustainable, high-quality products that not only look good but also do good for the planet and our community,” Co-Founder Sam Braig sets an example of what community care looks like when we all come together. “We believe in giving back to the community that inspires us and using business as a force for good,” The Goodwell Company states. Shop their sustainable hat collection at their website.
All photos courtesy of The Goodwell Company.
All photos courtesy of Malibu Beach Inn.
Malibu Beach Inn
Malibu Beach Inn is committed to providing refuge, rebuilding efforts, and ongoing support after the devastating fire and their own close calls twice in the last few months.
Having reopened on January 24, the hotel came forward with a series of impactful initiatives in place. These include discounted rates for short or long-term stays, extensive cleaning & remediation protocols to ensure guest safety, and mental health support in collaboration with CURE:
- Malibu Beach Inn will be offering discounted room rates for short or long-term stays to those displaced or evacuated, starting at 35% off. Simply call the hotel directly at 310-651-7777 or 1-800-4-MALIBU, and the team will work with guests to provide a place of safety and comfort during this unparalleled time. To support the LA dining community, Carbon Beach Club will offer a 20% discount on food to anyone affected by the wildfires in this community and looking to support the hotel’s recovery.
- All guests of Malibu Beach Inn are afforded membership-level access to CURE Wellness Center’s fitness and spa facilities, in additional to mental health and telehealth resources. Full membership access includes use of fitness and wellness areas including sauna, cold plunge and other wellness experiences to provide comfort and recluse.
- Malibu Beach Inn has implemented several precautionary measures to ensure the safety of its guests. These include discarding all on-site food and bringing in fresh supplies, using advanced equipment such as the HEPA-AIRE H2KM Negative Air Machine to remove microscopic ash and fire particles from the air, employing Hydroxyl Generators to eliminate airborne pollutants, and professionally cleaning all 3,600 pieces of linen. Additionally, the property has installed Levoit Air Purifiers in each of the 47 guest rooms to provide further peace of mind.
- In response to the devastating wildfires affecting Los Angeles County, Mani Brothers Real Estate Group has announced a $50,000 donation to the Los Angeles County Fire Department. The funds will support the Fire Department’s Emergency Operations, providing critical resources to manage and respond to ongoing wildfire threats.
- Guests can support LA Restaurant Week at Carbon Beach Club with a specially curated Dine LA lunch and dinner menu, available from January 24 to February 7. Reservations can be made via Open Table
Blu Jam Café
Even some of our favorite restuarants are taking part and doing what they can to support our community. This February, Blu Jam Café, one of Los Angeles’ most popular spots for breakfast and brunch, is sharing the love—not just for Valentine’s Day, but all month long — a testament to their love of the city and vice versa. During February, Blu Jam Café’s signature Crunchy French Toast is getting a festive twist, served in a heart shape and topped with whipped cream cheese, strawberry jam, fresh berries, and their signature vanilla sauce.
For every Heart-Shaped Crunchy French Toast sold, $2 will be donated to the California Wildfire Relief Fund, making it a delicious way to indulge while giving back.
This limited-time special will be available at all six Blu Jam Café locations throughout February.
Photo courtesy of Blu Jam Café.
La Maison Valmont Skincare
Luxury skincare innovators, Valmont Skincare understands the need to support LA, which is why they announced today, January 28, their pledge to support local artists affected by the LA fire devastation. Art and creativity is one of the core values of Valmont Group.
Photos courtesy of La Maison Valmont Skincare.
Like all La Maison Valmont boutiques worldwide, the space provides an immersive experience exhibiting the intersection of art and beauty, offering guests luxurious skincare treatments as well as the opportunity to discover the works of established and emerging artists local to the area. Therefore, the Guillon Family, owners of Valmont, have pledged $110,000 through the LA Maison Valmont Beverly Hills boutique (opened in July 2024) to support 11 local artists in hopes the donation will help artists rebuild, create, and thrive once again.
Sonäge Skincare
Sonäge Skincare whose mission advocates for “a holistic lifestyle, changing the way we treat our bodies to feel good for our age,” will be distributing 500 personal care packages to those affected by the LA fires. The bags include a face cleanser, SPF, and Vitamin C Serum. Victims who have been directly affected by the recent fires can fill out Sonäge’s Google form and pick up from their store at 3213 Pico Blvd, Santa Monica.
Photo courtesy of Sonäge Skincare.
Cannabis Companies Chip In
Embarc Dispensary
Embarc dispensary, with rest of the cannabis industry, is jumping in to help. Embarc has launched a GoFundMe, bringing the industry together to support fire relief. Their own donation kicked things off with $16,000 from Embarc Dispensary. In addition, on January 21 Embarc began collecting goods at all of its 16 stores statewide. This allows its customers an opportunity to contribute from all over the state. Use Embarc’s dispensary locator to find your closest location.
Gelato Water
Based in San Diego, Gelato Water immediately sprung into action as the news of the fires made its way to the local tv stations. Gelato Water co-founder and CEO George Sadler, saw the news and knew he couldn’t sit idly by. So far, Gelato Water has donated over 100,000 cans of their spring water to fire relief efforts that include donations to The Dream Center, Pasadena Civic Center, and going directly to first responders stationed outside the fires to give them water as they rest from fire fighting. Gelato Water is the sister company of Gelato Canna Co., one of CA’s fastest growing cannabis companies.
The Artist Tree
The LA-based dispensary and consumption lounge has always put community first. Over the weekend The Artist Tree set up donation boxes at their LA locations where customers could drop off essential items for those affected by the fires. All items will be donated to Anderson Munger YMCA in Koreatown. The Artist Tree is currently planning additional fire relief efforts and will be ready to announce them in the coming weeks.
Dr. Greenthumb’s, West LA
The doctor is in. B Real, aka Dr. Greenthumb, of legendary hip hop group Cypress Hill, is hosting a donation drive at the West LA location of his namesake dispensary, Dr. Greenthumb’s. All items will be donated to various shelters throughout B Real’s LA hometown. Collected items included feminine care products, baby wipes, clothes, blankets and more.
Emerald Village
Victims of recent fires in Southern California who have lost cannabis-related accessories and devices are now receiving a helping hand, thanks to Emerald Village West Hollywood, Los Angeles NORML and the Cannabis Chamber of Commerce. On Thursday, January 23, 2025, Los Angeles NORML and the Cannabis Chamber began collecting new, unused devices and accessories at their January Mixer at Baja Cantina, 311 Washington Boulevard, Marina Del Rey, from 5 to 9 PM.
- The Artist Tree West Hollywood: 8625 Santa Monica Boulevard
- Calma West Hollywood: 1155 N La Brea
- MedMen West Hollywood: 8208 Santa Monica Boulevard
- PleasureMed: 7715 Santa Monica Boulevard
- Urbn Leaf West Hollywood: 8477 Sunset Boulevard
- The Woods WeHo: 8271 Santa Monica Boulevard
