Magic, Resilience & Fashion: How Project ReWear’s #LAStrong Campaign is Giving Back to SoCal Wildfire Victims

**Project ReWear**—a **slow fashion brand redefining sustainable style through upcycled, pre-loved pieces**—as they rally to support those affected by the devastating **SoCal wildfires**.

Introducing Project WeCare: The #LAStrong Collection

Project ReWear—LA’s go-to for stylish, sustainable, pre-loved fashion—has launched Project WeCare, a long-term initiative dedicated to providing real, tangible support to wildfire victims in Altadena, Malibu, and Pacific Palisades.

How? By turning upcycled fashion into direct aid.

On February 12th Project ReWear launched their #LAStrong Collection—a series of one-of-a-kind, upcycled t-shirts, denim jackets, and hoodies, all featuring an inspiring piece of artwork: the retro blue VW camper van that miraculously survived the Palisades fire. This van, owned by LA surfboard artist Megan Krystle Weinraub, became a viral symbol of hope, strength, and resilience, standing completely untouched amidst the destruction. Now, the van is the heart of Project ReWear’s design, with the word “Magic” emblazoned on its license plate—a tribute to the unshakable spirit of LA.

Shop the #LAStrong Collection here

100% of profits from every purchase will be donated to:

California Community Foundation – Providing direct aid to wildfire victims
Pasadena Humane – Helping displaced & injured pets find safety
LAFD Foundation Emergency Wildfire Fund – Supporting LA’s brave firefighters

More Than Just a T-Shirt—It’s a Statement of Solidarity

Each item in the #LAStrong Collection features the slogan #WeAreAllInThisTogether, serving as a powerful reminder of LA’s resilience, unity, and commitment to helping neighbors in need.

Every dollar counts:

Tees are priced between $20-$30, with $15 from every shirt sold directly supporting wildfire victims, displaced pets, and first responders.
Project ReWear is underwriting all production costs so that 100% of the profits from this collection go straight to those in need.

But this isn’t just a one-time fundraiser—it’s an ongoing movement. Unlike fast fashion-driven campaigns that sell out and move on, Project WeCare will evolve seasonally, with new upcycled pieces carrying the same #LAStrong design to keep the support going long after the headlines fade.

Fashion That Helps People & the Planet

Project ReWear’s founder, Kimberly Lau, is on a mission to redefine the way we shop while creating real change in the world. With a background in wealth management, she left corporate life behind to make sustainable fashion accessible for families through high-quality, secondhand fashion. Since launching, Project ReWear has already saved over 3,000 pounds of clothing from landfills!

With the #LAStrong Collection, Kimberly and her team are proving that fashion can do more than just make a statement—it can make a difference. Each piece is sourced from thrift stores and handpicked for quality, ensuring that:

No two items are alike—every purchase is one-of-a-kind
The collection is truly sustainable—no new materials are produced
Every dollar spent goes toward wildfire relief—100% of profits go directly to charity

And the impact doesn’t stop there. With every high-quality, pre-loved garment sold, the #LAStrong Collection helps prevent hundreds of pounds of clothing from entering local landfills while also saving thousands of gallons of water—a resource critical to California’s ecosystem.