Win-Win: Helping families by repurposing excess inventory
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By Marcy Medina | for The SKUpe
Mary Alice Stephenson Maxwell founded GLAM4GOOD in 2012 to support families in need and address the 17M tons of textile waste generated annually in the U.S. As a “second responder,” GLAM4GOOD steps in after immediate needs are met, helping families rebuild with clothing and self-care essentials. Now a 501(c)(3), it aids disaster recovery, family welfare, social equity and mental health while diverting industry excess. She says, “Look in your area. Brands have that ability to help. It’s mind-blowing the kind of impact fashion is having to help people right now.”
What led you to found GLAM4GOOD?
While working at Vogue, Harper’s Bazaar, Marie Claire and Allure, I began using my time and fashion connections to give back to organizations like the American Cancer Society and Make A Wish. I also noticed the industry’s excess inventory and called on brands to donate unused merchandise. What began as a grassroots movement in 2012 became a 501(c)(3) non-profit in 2016. GLAM4GOOD uses fashion to empower people in tough situations, thanks to the heart and compassion of amazing brands and individuals.
What is a “second responder” and how is GLAM4GOOD helping Los Angeles wildfire victims?
“Second responders” like GLAM4GOOD step in after critical needs like food, safety, and insurance are addressed, offering extended care to help families rebuild. For wildfire victims, this includes clothing and self-care items for all ages, tailored pop-ups and even optometrists for those who lost glasses.
In L.A., a March pop-up backed by CFDA Cares, The Board, Foundermade, and 60+ brands like Ulta, H&M and Victoria’s Secret will feel like a “cool sample sale,” empowering families with up to $10K in products. Choice restores dignity, courage and hope.
How can retailers get involved and are there specific requirements they should know about?
People can apply to donate here or email info@glam4good.com and follow our work @GLAM4GOOD on Instagram. How it works is a brand presents what they want to donate, we vet that to make sure we need it, they give us a value and the amount agreed upon is tax deductible. That donation is not only good, it’s good for you. And we provide the reporting for brands.
What advice do you have for SMB retailers trying to make a difference or implement conscious practices into their businesses?
Start local. Connect with community centers or schools to see what they need and how your products can help. Many NYC public schools, for example, support over 100,000 unhoused students with clothing closets and personal care lockers, and we partner with them. Seek philanthropic partners who give your products new life and offer tracking for tax and social responsibility reporting—it ensures transparency and impact.
Interview edited for brevity and clarity.
