The Eaton Fire has left a devastating mark on Altadena and Pasadena, burning over 14,000 acres, destroying 7,500 structures, and forcing more than 100,000 residents to evacuate. In the face of such immense destruction, something powerful has emerged—a united community rallying together to help those in need. While the flames may have died down, the real fight is just beginning as businesses, organizations, and everyday residents step up to support those who lost everything.
From food drives and essential item giveaways to local families offering shelter to strangers, the response to this disaster has been nothing short of extraordinary. Pasadena and Altadena have shown that we are strongest when we stand together.
A Community in Action
The fire began on January 7, 2025, fueled by powerful Santa Ana winds, spreading rapidly and forcing thousands to flee with little more than what they could carry. By the time it was contained weeks later, entire neighborhoods were gone, and hundreds of businesses had been reduced to rubble. In the aftermath, many were left without homes, jobs, or even basic necessities. But instead of despair, the people of Dena responded with action.
Across the city, relief efforts have been launched to provide emergency support. Essential item giveaways have supplied displaced families with clothing, hygiene kits, and household goods. Local laundromats and businesses have offered free laundry services to those without access to clean clothes. Restaurants and food trucks have prepared hot meals daily, ensuring that no one goes hungry. Faith-based organizations and community centers have opened their doors, providing not just food and supplies but also mental health support for those struggling to process their loss. In the most selfless acts of all, some residents have even opened their homes to complete strangers, offering a safe space for families who lost everything.
DENA Relief: A Driving Force in Recovery
Among the many grassroots efforts, one of the most impactful has been the DENA Relief Drive, co-led by Brandon Lamar and Michelle White. What began as a small initiative has grown into one of the most critical support systems for families affected by the fire.
With the help of more than 1,800 volunteers and partnerships with over 75 businesses and organizations, DENA Relief has provided life-changing assistance. Over 400,000 pounds of essential supplies have been distributed to those in need. More than 15,000 hot meals have been served, ensuring that families don’t go hungry. To support immediate financial needs, over $75,000 in gift cards have been provided, and 250 families have been assisted with short-term housing. Recognizing that recovery is about more than just survival, DENA Relief has also distributed 150 new laptops and 700 pairs of shoes to children through its Youth Resource Fair.
"Our mission is bigger than just emergency relief," said Michelle White. "We’re here to help rebuild lives, restore hope, and make sure our community knows they’re not alone."
DENA Relief continues its work every Saturday at Pasadena Church East Campus, ensuring ongoing support for those still in crisis.
MADE IN DENA: Giving Back to the People Who Built Us
At MADE IN DENA, we believe in showing up for the community that built us. When the fire devastated our city, we knew we had to take action. That’s why we proudly donated thousands of dollars worth of brand-new MADE IN DENA gear to DENA Relief, ensuring that fire victims had access to quality clothing during this uncertain time. But our commitment didn’t stop there.
MADE IN DENA Owner & Creator, Jason Hardin, has been hands-on in the relief efforts, working directly with those impacted by the fire. He personally volunteered with DENA Relief at Pasadena’s Flintridge Center, distributing essentials to families in need. Understanding that rebuilding is about more than just material goods, he helped Altadena residents establish the "WE'RE NOT SELLING" campaign—a movement encouraging homeowners to hold onto their properties and eventually return to the community rather than be pressured into selling.
Beyond physical aid, Hardin has also found creative ways to empower and uplift those affected. He donated original artwork to impacted individuals, allowing them to raise money by selling their own custom merchandise. Recognizing that displaced youth needed both support and purpose, he provided small jobs for displaced young people, giving them opportunities to stay busy, learn valuable skills, and earn income during such a challenging time.
But this effort is about more than just clothes, campaigns, or donations. Every hoodie, every t-shirt, every act of service is a statement of resilience, a reminder that Dena is strong, unbreakable, and will rise again. Wearing "MADE IN DENA" isn’t just about representing where you're from; it’s about standing for the spirit of community that refuses to back down, even in the face of disaster.
As our city rebuilds, we remain committed to supporting, empowering, and uplifting our people—because when Dena stands together, we rise together.
The Power of Everyday People
What makes this recovery effort so powerful is that it’s not just about large organizations—it’s about everyday people stepping up in ways big and small. Local barbers have offered free haircuts to help those affected regain a sense of normalcy. Families have welcomed strangers into their homes, providing shelter for those left without a place to stay. Small business owners have covered the costs of meals, laundry services, and essential supplies for anyone in need.
Even those with no financial resources to give have contributed their time, volunteering at relief centers, organizing donation drives, and simply showing up to help in any way they can. It’s a testament to the incredible spirit of Altadena and Pasadena, proving that even in our darkest moments, our community’s light shines brighter than ever.
How You Can Help Right Now
Though the fire is contained, the recovery is far from over. Many families still need assistance, and local businesses are struggling to rebuild. There are many ways to support the ongoing efforts. Donations to organizations like DENA Relief help provide food, housing, and essential supplies to those in need. Volunteers are still needed at distribution centers and meal service sites, and shopping local helps businesses get back on their feet.
For those unable to donate money or time, simply spreading the word about relief efforts and resources can help connect those in need with the support that’s available. Every action counts.
Stronger Together
The Eaton Fire has been a test of our resilience, but Altadena and Pasadena are proving that we are more than just cities—we are a family. From the first responders and volunteers to the small businesses and community leaders who have stepped up, this tragedy has revealed the true strength of Dena.
The road ahead won’t be easy, but together, we will restore, rebuild, and rise stronger than ever.
For those looking to get involved, DENA Relief continues its operations every Saturday at Pasadena Church East Campus (425 N. Sierra Madre Villa Ave.). Donations, volunteering, and community support remain crucial in the months ahead. Stay updated on MADE IN DENA’s relief efforts and find out how you can help by following us on social media.
Dena Strong. Dena United. We will rise.
