It has been more than three months since the Los Angeles wildfires claimed dozens of lives, destroyed more than 16,000 homes and buildings and forced over 200,000 residents to evacuate.
BELLA+CANVAS (PPAI 304892, Silver) remains committed to helping rebuild the impacted areas. After creating blankets for those displaced by the fires, the LA-based apparel manufacturer is now selling those blankets direct to consumers and donating 100% of the proceeds to those in need.
It’s just the latest effort in the company’s mission to strengthen its ailing community.
“LA continues to come together to make sure this moment won’t be forgotten,” says Liza Heid, senior director of people operations at Alo Yoga, the sister brand of BELLA+CANVAS.
‘A Sense Of Relief And Being Cared For’
Heid was instrumental in BELLA+CANVAS’ relief efforts while the fires were raging in January.
After ensuring the safety of impacted employees and their families, providing essential items while they were in temporary housing, the company shifted to serving the broader community. The firm opened relief hubs in Beverly Hills, where its headquarters is located, and at its manufacturing facility in Commerce.
The latter was open Monday through Saturday over a two-week span with over 300 employees volunteering. BELLA+CANVAS provided T-shirts, sweatpants, sweatshirts, snacks, water and wellness kits from Alo Yoga. The company also partnered with local restaurants and food trucks to cover all visitors’ needs.
- S&S Activewear, PPAI 100’s No. 5 supplier, donated totes bags that were given to attendees at the relief hub.
“When people walked through our doors, they felt a sense of relief and being cared for,” Heid says. “Whereas many were providing second-hand clothing, all our product was new. The feedback was that we were real people giving hugs, providing warm meals and just being available to listen to their stories.”
Liza Heid
Sr. Director of People Operations, Alo Yoga/BELLA+CANVAS
Additionally, BELLA+CANVAS set up a delivery system so volunteers could pick and pack items to bring to individuals who couldn’t make it to the relief hub.
- Heid says over 95,000 units of product were given out while the relief hub was open and about 375 deliveries were made.
“To have this moment in our backyard allowed us to really show what our brand stands for,” Heid says. “It really drove home why we’re so passionate about this company.”
Although the fires are out, it’s going to take years for people to rebuild. Heid encourages members of the promotional products industry and beyond to take advantage of opportunities to volunteer, donate and support not only those individuals impacted, but organizations that need to replenish their resources.
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“It’s unfortunate when we have moments like this, but it’s so critical to be able to stand up like we did,” Heid says. “This tragedy really created a bond within Los Angeles – we’re closer with our neighbors because of it.”
SAAC Relief Efforts
As relief efforts formalized for the Los Angeles wildfires, PPAI elevated the voices of those closest to the situation, including the Specialty Advertising Association of California and area businesses.
- SAAC representatives were prepared to receive any essential items, such as toiletries, PPE and apparel.
In fact, SAAC representatives have informed PPAI Media that it has funds for those impacted by the fires that it’s ready to distribute.
Contact SAAC for more information.
