On Friday morning, outsideKalon Studiosin Atwater Village15 miles from Altadenathe sky is blue and smells like ash.
A dozen people quietly wait by the door.
Many of them wear masks, and a few of them hold infant children.
Photo: Courtesy of Kalon Studios
One couple bounces their baby on their knees.
Inside, Michaele Simmering addresses three volunteers wearing name tags.
On a table to her right is neatly folded childrens clothing by Misha & Puff.
“Our number one priority is that people can have a dignified, human-centered experience where they are not here just to get a pair of pants because they have no pants. They’re here to find something they actually like," says Kalon co-founder Michaele Simmering.
Just beyond is a rack with Levis jean jackets and a shelf of graphic tees.
I want us to merchandise like at a regular store, she says.
The volunteers look at a piece of paper as Simmering talks.
The exterior of Kalon Studios before the showroom was turned into a free market for wildfire victims. Simmering says the boutique will run as long as needed.
There are 26 bullet points; no bins, no chaos is bolded.
After several minutes of instruction, the volunteers initiate the door.
They smile as the family with a baby walks in.
Simmering isnt in the retail businessorwasnt.
Yet when her city started burning, she felt the human urge todosomething.
She wanted it to feel normal.
If it looks good, you get it, if not, you browse the racks for something else.
Theyre here to find something they actually like…that makes them feel like themselves, she says.
Theyre here to find something they actually like," says Kalon co-founder Michaele Simmering.
Simmering reached out to over a hundred brands about her vision.
Manyespecially independent, California-based onesresponded in kind.
Flamingo Estate sent limited edition apparel; Misha & Puff, boxes upon boxes of childrens clothes.
Calpak sent tote bags.
Garret Leight donated sunglasses.
Wonder Valley gave bath products and Vuori gave activewear.
T-shirts came in bulk from Lady White and socks from Hansel from Basel.
Then, she set her guidelines.
No binsrummaging, she felt, was frenzied and dehumanizing.
No more than two people or a family at a time so that people can browse in calm privacy.
Theyre so fragile.)
The goods themselves had to be brand-new and from quality brands Simmering curated.
She wanted to help people actually rebuild their lives…not just provide a stop-gap.
On Tuesday, January 14, they opened for (hypothetical) business.
That number that will surely grow, as Ariana Grande recently posted about the boutique on Instagram.
The exterior of Kalon Studios before the showroom was turned into a free market for wildfire victims.
Simmering says the boutique will run as long as needed.
Simmering says some of the most in-demand items are socks, sweaters, and diaper bags.
The most requested item?
Although everything is free, Simmering says shes noticed a thoughtful restraint among her clientele.
you’ve got the option to have more than one pair of jeans, Simmering said to her.
She, I assume, was in just full shock.
Its just more human, says Simmering.
This market will end up being the most rewarding thing I ever do.
Kalon Studios Wildfire Free Relief Market is located at 3559 1/2 Casitas Ave, Los Angeles, CA 90039.
Youcan find more information, including store hours, here.
