Lululemon Sent $200 Gift Cards to 'Impacted' Customers amid L.A. Fires: 'The Region Holds a Special Place in Our Hearts'

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The fashion brand said in a statement that it has also made donations to American Red Cross and the LA Fire Department Foundation

Lululemon is doing its part to help those in need amid the devastating Los Angeles wildfires.

The athletic-wear brand has quietly been donating money and sending e-gift cards to customers most affected by the fires in Southern California, a spokesperson for the brand confirmed to PEOPLE.

Author Allison Winn posted on Threads that she had received a $200 e-gift card from the brand, noting that this kind of help should be "exactly how it's done."

She added, "No questions asked, emailed money, done."

Related: How to Help Victims of the Los Angeles Wildfires

In a statement provided to PEOPLE, Lululemon said, "We sent $200 e-gift cards to guests who have accounts with us with zip codes in the most impacted areas. We're continuing to follow what's happening and will evolve our approach to support how we can, and in the meantime our Southern California stores are also ready to help individuals displaced and in need of essential items." [Note: Lululemon's Palisades and Malibu stores remain closed until further notice.]

The brand also added, "Lululemon has been part of the LA community for over 20 years - the region holds a special place in our hearts, and we're committed to doing our part to help. We've partnered with LA based organization, It's Bigger Than Us, to provide essential items to families and first responders to make sure product support gets directly where it's needed most. We've also made donations to the American Red Cross and the LA Fire Department Foundation."

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Related: How Celebrities Are Giving Back to Los Angeles Wildfire Relief

The Los Angeles wildfires, which continue to burn, began on Jan. 7. As of now, there is still no clear answer as to what caused them. This has become the most destructive firestorm in the city's history, with thousands of structures destroyed and 25 fatalities as of this writing.

The city, its residents and the rest of the country (and beyond) have come together to provide shelter, clothes, food and as much relief as possible for those in need. If you'd like to donate, check the list of most needed items to see how you can help.

Click here to learn more about how to help the victims of the L.A. fires.