Media & Press
The People’s Free Boutique by Quirk, our main project, in the news. Explore reporting from the response’s first weeks, hear the story behind the work, and follow what comes next.
The work behind the headlines
The People’s Free Boutique by Quirk began responding to the Los Angeles fires in January 2025. Reporters documented a fashion space becoming a free boutique, with clothing, community support and personal choice at its heart.
TPFB is now the main project of Couture Zen Foundation. The coverage below follows the project’s history under its original name. Our Foundation structure is newer than the work itself.
2025 · In the news
California Apparel News
February 6, 2025 · Alexandra Romero
A report on the fashion community’s wildfire response includes Quirk’s clothing effort and Melynda Choothesa’s work to connect donated fashion with neighbors rebuilding their lives.
Read the California Apparel News report
NewsNation · Morning in America
January 19, 2025 · NewsNation
A broadcast visits the vintage boutique’s transformation into a free shop for wildfire survivors.
Watch the original NewsNation video
NBC Los Angeles
Published January 17, 2025 · Macy Jenkins · NBC4
The January 16 evening report introduces the downtown boutique’s free clothing response.
Watch the original NBC Los Angeles report
Making Waves Project
January 17, 2025 · Robiee Ziegler · Produced by Katie Caro
A photo-led visit documents the clothing, people and community effort inside Quirk during the early wildfire response.
Read Threads of Hope and view the original photo story
Fashionista
January 16, 2025 · Dhani Mau
Reporting on Los Angeles fashion spaces highlights Quirk’s approach to a welcoming shopping experience and the importance of being able to choose.
Read Fashionista’s coverage of the free boutique
Los Angeles Times
January 15, 2025
Jimmy Kimmel Live!
January 13, 2025 · ABC / Jimmy Kimmel Live
Footage of Melynda inside Quirk’s free boutique appears in the monologue’s community-relief montage, at approximately 13:19–13:26. The segment shows the project’s early clothing response among other Los Angeles relief efforts.
Watch the boutique’s appearance in the official Jimmy Kimmel Live upload
Credit: Jimmy Kimmel Live! / ABC. Historical footage from January 2025; please use our current request and donation pages for today’s process.
From the founder
The news coverage captures part of the response. Melynda’s own account describes how a social post brought a community together, and how the team turned that attention into practical work.
Read Melynda’s May 2025 reflection, What We Built in the Fire
This is a founder perspective, presented separately from independent reporting.
Follow the project as it continues
For dedicated project updates, follow The People’s Free Boutique on Instagram · @thepeoplesfreeboutique. Quirk’s established channels also share the project’s story.
Instagram · @shopquirkla · Facebook · Quirk · TikTok · @shopquirkla · LinkedIn · Quirk
Watch the work take shape
These original reels are a window into the project’s history. Locations, hours, giving links and eligibility instructions in older videos may have changed. For help today, begin with the current Free Boutique information hub.
The first boutique walkthrough
January 11, 2025 · Quirk / The People’s Free Boutique
A tour of the early free boutique, with clothing and shoes arranged for neighbors affected by the fires. Instagram displayed 3.3 million views when checked October 27, 2026. Views can include repeat plays and do not represent people served.
Watch the original January 11 walkthrough on Instagram
The people who showed up
January 14, 2025 · Quirk
A volunteer spotlight thanks two people who traveled to help with the early response. Their contribution is one part of the wider community effort behind the boutique.
Watch the January volunteer spotlight · Read about the teams behind the boutique
Donated fashion, ready for a fresh start
March 1, 2025 · Quirk / The People’s Free Boutique
Melynda shares an outfit assembled from donated pieces and thanks the brands whose goods helped make more choices possible.
Watch the donated-fashion reel · Meet previous and ongoing supporters
Video links open the originals on their publishing platforms. All source credits remain with their creators.
For journalists, neighbors and potential collaborators
Want to cover the continuing work, refer a neighbor, or contribute useful clothing and volunteer support? We would love to hear what you have in mind.
Contact the Foundation · Learn about The People’s Free Boutique · Explore ways to help
For current clothing assistance, please use the project’s current request process. Historical articles may contain opening hours, locations or donation instructions that have since changed. A request is reviewed individually and does not reserve an appointment.