These aren’t just clothes. This is a sustainable and enduring commitment to the city we love so much. 100% of every FOREVER L.A. purchase supports local wildfire relief efforts.
IT ALL HAPPENED SO FAST.
We intended to do this slowly—to drop a collection that would directly contribute to the health and beauty of our planet. But then the wildfires hit our beloved city, and everything changed. With every second came more destruction and less time to waste.
We updated our launch to meet the urgency of our community. We designed this collection, and the illustration at its center, to celebrate the resilience and natural beauty of Los Angeles and its inhabitants. Each clothing item is crafted from upcycled products donated by some of our favorite, iconic California brands, EDWIN USA, Save Khaki United and Atelier & Repairs.
We’d call it “fast fashion,” but FOREVER L.A. is anything but.
FOREVER L.A. is the inaugural collection to bear the name Saitex, a global leader in responsibly produced denim since 2002. Saitex produces premium, purpose-driven products for some of the most beloved and recognizable brands. Now, the team is flipping the script with their own styles, their own label and their choice to give back with every purchase
And your legs. And your back. The FOREVER L.A. collection includes donated goods from a few iconic Los Angeles brands that we’ve updated to represent our city. All proceeds from the sale of these items will be deployed to local organizations working to support L.A. Wildfire Relief. Thanks to our partner brands Save Khaki United, EDWIN USA and Atelier & Repairs, we've made an iconic collection of clothes can feel proud wearing all around our beloved town.
In a city famous for creativity, style and beauty, we were shook by how much was claimed by the wildfire flames. But like the California poppy celebrated in the FOREVER L.A. logo, we are resilient, and we will reemerge from the scorched earth stronger and even more vibrant than before.
The poppy flower is a symbol of our city. It’s a resource for the pollinators that help keep our planet alive. It is the embodiment of resilience and natural beauty. And it’s stitched into every piece of FOREVER L.A. Wear your poppy proud.