beauty from ashes los angeles tote bag

Beauty From Ashes Los Angeles XL Tote

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A Letter From Pat, Our Founder

Our lives have been forever changed navigating the loss with our community in the aftermath of the LA Fires. So many of my friends, the teachers and families at our schools, and customers at our shop - the list seems never ending - have lost their homes to the Eaton Fire. The foothills weave us closely with Altadena, a sister city of sorts, and it’s impossible to find someone who hasn’t been impacted. As a small business that has been built on community and connection, we’re choosing to operate our shop, Sidebloom, with arms open, inviting our neighbors to come as they are, holding the stories we have the honor of being invited into.

As the ash settles, I’ve been reflecting on how long and arduous the road of rebuilding will be, even more so for disadvantaged and disenfranchised people who have been displaced. As beautiful as it's been to witness and contribute to the channels of support for our friends and neighbors, there are so many whose stories remain buried - those without the social capital or technological savvy to start GoFundMes. We’ve also had countless conversations in the shop - how do we remember this moment, the immense loss, the immense love, the magnitude of it all. This collection is my response to both. 

At Our Heiday, we believe beauty is essential always, but particularly in the midst of tragedy. Scenes of Hope and Foundations are past collections that were direct responses to a collective crisis, driven by a desire to bring healing and flourishing in the way that beauty can. We hope Beauty From Ashes does the same, that it captures the spirit of what Los Angeles rose to be, and the hope that's ahead. 30% of the profits from this collection will be an ongoing donation to CORE, whose community-centric response has allowed them to respond to various global crises with the most underserved communities in mind - their mission has been so needed in this moment.

We're so grateful for you and your support.

30% of profits will be donated to CORE.

- 100% 12 oz heavyweight cotton canvas
- 20"W x 15"H x 5''D
- 23" cotton web handles
- Screenprinted in CA
- 30% of profits will be donated to CORE
- By Our Heiday

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