‘I Heart LA’ NFT Collection Launched to Support LA Wildfire Response, with All Proceeds Going to Families In Need
Tech-enabled fashion brand, mmERCH, rallies top digital artists to help raise vital funds for LA Charity, Baby2Baby
In response to the devastating wildfires that have impacted families across Los Angeles, CA., the blockchain-enabled Web3 fashion start-up, mmERCH, has collaborated with acclaimed digital artists to launch the ‘I Heart LA’ NFT collection in an effort to quickly raise vital funds for those most impacted by the disaster. mmERCH, along with the participating artists, will donate 100% of the proceeds from the sale to Baby2Baby, a nonprofit that provides essential supplies to children and families in crisis.
The collection, featuring 7 artists’ distinct interpretations of the iconic ‘I Heart LA’ graphic, will be available for an open-edition mint from 8am EST / 5am PST on Friday, January 17th, 2025, until 11.59pm EST / 8.59 PST on Sunday, January 19th. Anyone with a compatible crypto wallet (such as MetaMask) will be able to mint an NFT from the collection on highlight.xyz for just 0.0069 ETH (approx. $23).
All mints are random and the odds of minting across the collection are weighted equally. All proceeds from the mint will go directly to Baby2Baby, which has already distributed over 3 million emergency supplies, including diapers, formula, food, and hygiene products, to displaced families. Given the urgency of the ongoing crisis in Los Angeles, mmERCH will work to ensure that funds are swiftly distributed to Baby2Baby after the auction closes on Sunday, January 19th.
Speaking about the idea, Colby Mugrabi, founder and CEO of mmERCH, said: “It’s impossible to not be affected by what’s happening in Los Angeles. Just amongst our team, we have dozens of friends, collaborators, and colleagues who have been directly impacted by this sequence of horrific events, with their lives and livelihoods turned upside down overnight.”
“We quickly realized that there was an opportunity to harness the power of digital assets and blockchain technology to have a direct and immediate impact on fundraising efforts. I’m so grateful to the artists and partners who jumped at the chance to produce an ‘I Heart LA’ badge of support. With this project, we hope to deliver much-needed resources to those affected by this ongoing tragedy through an organization whose work we so deeply admire and respect.
Baby2Baby has been serving children and families in need throughout the city of Los Angeles and nationwide for well over a decade, and we hope this initiative will help drive much needed funding in support of their ongoing emergency response efforts.”
