In January, wildfires swept across Los Angeles, devastating neighborhoods, destroying thousands of homes, and leaving countless families displaced. In the aftermath, the city’s design community quickly mobilized to provide tangible support to those affected. Among them is Woven, an L.A.-based rug company known for its high-end artisan rugs and dedication to quality craftsmanship.
For Sam Moradzadeh, CEO and Co-Creative Director of Woven, the decision to donate rugs to families impacted by the fires felt instinctive and personal. «I’ve pretty much been in L.A. my whole life and after seeing the devastation, I really wanted to help,” he tells us. “I felt like the least we could do is at least offer some comfort with having a rug in as many homes as we can get to the families that are affected.”
Moradzadeh grew up surrounded by rugs and understands firsthand how a seemingly simple piece of home decor can profoundly impact one’s sense of comfort and belonging—especially after trauma. «There’s something about a rug that gives you a sense of home and a sense of place,” Moradzadeh says. “Just having something really soft to be able to put your feet on and just maybe even sit down and hang out with your family.”
To get rugs into the hands of those who need them most, Woven partnered early on with community initiatives already providing direct relief. Moradzadeh first connected with Soft Landing Project by House of Honey after seeing their outreach on Instagram. «Soft Landing was very quick to react and requested donations,» he recalls. «That’s when I started going through inventory with my team.» Woven’s initial donation included around 100 rugs.
Soon after, Moradzadeh collaborated with Zello Support—a relief initiative organized by his colleague Luis D’Argenzio in Burbank—to deliver nearly 200 additional rugs directly to displaced families. To date, Woven has donated over 300 rugs through these partnerships alone.
Now, Moradzadeh has set a goal of donating at least 500 rugs—but hopes ultimately to help as many households as possible. Families affected by the fires who need assistance can reach out directly via email at info@woven.is; each request is carefully vetted by Woven’s team to ensure donations reach those genuinely impacted.
The broader L.A. design community has also stepped up significantly: The Expert launched its Rebuild Hotline, offering free video consultations and distributing donated furnishings from local designers; House of Honey’s Soft Landing Project continues collecting furniture, lighting, bedding, art, and accessories; and Zello Support provides essential resources including housing assistance.
For Moradzadeh, this collective effort is about supporting the city he calls home. «It’s my city—it’s a city I grew up in,» he says. «I just want to do whatever I can on my end to help out.»
Julia Cancilla is the engagement editor (and resident witch) at ELLE Decor, where she manages the brand’s social media presence and covers trends, lifestyle, and culture in the design world. Julia built her background at Inked magazine, where she grew their social media audiences by two million, conducted interviews with A-list celebrities, and penned feature articles focusing on pop culture, art and lifestyle. Over her five years of digital media experience, Julia has written about numerous topics, from fashion to astrology.
