As Hawaii Grapples With Devastating Wildfires, Footwear and Fashion Companies Step Up to Help
Wildfires raged through Maui, Hawaii, last week, devastating the island’s communities.
According to local officials, more than 96 people are confirmed dead from multiple blazes, fueled by high winds from Hurricane Dora.
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Much of the devastation has been centered in the town of Lahaina on the western shore of the island. Hawaii Gov. Josh Green has said the fire that razed the area could be considered the worst natural disaster in the state’s history, leaving thousands homeless and leveling at least 1,000 buildings.
Efforts to support the survivors and their recovery have already begun in earnest. Oprah Winfrey, a part-time resident of Maui, was spotted on Aug. 10 distributing pillows, blankets and other necessities at the War Memorial Stadium in Wailuku, which is being used as a shelter. And Lauren Sánchez, partner to Jeff Bezos, who owns property on the island, shared on social media that the pair will create a fund to donate $100 million toward the recovery.
In the footwear community, Ryan Ringholz, founder and CEO of Plae, which is based in Honolulu, told FN he’d received a personal request for help providing slippers or shoes to survivors. Through a neighbor, he was told that “busloads of people are coming in with nothing on their feet,” at Maui hospitals and shelters.
Ringholz said Plae is working to pull together what it can, but he welcomed assistance from others in the industry. The brand also announced on Aug. 11, it is matching its any customer donations of Plae Rewards points, with all proceeds going directly to the Hawaiian Community Foundation’s Maui Strong Fund.
Footwear charity Soles4Souls is mobilizing its efforts as well. Chief marketing officer Rod Arnold told FN on Aug. 11, “We are currently working with our established partners on the ground in Hawaii to assess the need and determine how we can help.”
OluKai has been focused on the crisis in Maui since news emerged of its terrible impact. On Aug. 9, the footwear brand donated 100 percent of proceeds from its website and stores stores that day to go toward emergency and relief efforts. And its charitable arm, the Ama OluKai Foundation, is now focusing its donations toward Maui (OluKai matched the first $200,000 in gifts to the foundation).
“As this fight is far from over, we are working with teams on the ground to determine the most immediate, intermediate and long-term needs, and setting up our Ama OluKai Foundation to take direct donations,” the brand wrote on Instagram on Aug. 12.
Skechers, which lost its store in the Maui Outlets due to the fire, announced on Aug. 12, it would donate $250,000 to the Maui Strong Fund to support the recovery of affected communities. It also plans to distribute 20,000 pairs of footwear and 20,000 pieces of apparel, in addition to backpacks and socks, from its stores in Hawaii as well as its distribution center in Southern California. And its employees stateside are mobilizing to assist with essentials such as blankets, towels, undergarments and toiletries, in partnership with leaders in Manhattan Beach, Calif., and other local businesses.
Other retailers with stores the Maui Outlets included Adidas, Crocs, Banana Republic, Calvin Klein, Coach, Kate Spade, Polo Ralph Lauren, Gap, Hurley, Tommy Bahama and Michael Kors.
In a statement sent to FN, Crocs said: “Our hearts go out to those affected by the devastating wildfires continuing to burn in Maui, including our dedicated employees at our Crocs brand retail locations across the island. … As the safety and well-being of our employees is a top priority, we are offering housing assistance and necessary support to any employees who have been impacted by this tragedy.
“Additionally, in effort to provide immediate and ongoing support to impacted families and communities, Crocs, Inc. will provide shoes and is making a monetary donation to the Hawaii Community Foundation’s Maui Strong Fund,” the brand said.
Kate Williams, CEO of 1% for the Planet, Patagonia’s global movement, issued a statement on Aug. 11. urging the fashion industry to see the wildfires as a wakeup call.
“This has been a summer full of signals that climate change is not a future threat, it’s now; it’s heart wrenching as we see the devastation of ecosystems and communities all around us. We are leaning into our community of action as a way to both support each other and keep working toward a healthier future,” Williams said in the statement.
As part of the statement, she shared a list of local organizations in Hawaii that have been vetted for donations by 1% for the Planet, including Hawaii Community Foundation, Aloha United Way, American Red Cross Hawaii, Maui Food Bank, World Central Kitchen, Salvation Army Hawaii and the Council for Native Hawaiian Advancement.
This article has been updated to reflect new developments related to the Maui wildfires.
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