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The event, organized by the National Day Laborer Organizing Network (NDLON), included dozens of community groups, and sent an unequivocable message, said co-organizer and NDLON Co-Director Pablo Alvarado—the rebuilding process has so far failed to protect longtime residents, low-income families, renters, and essential workers.
“Today’s event is a community response to the fires, the destruction, and the fact that there hasn’t been any equity in the process,” said Alvarado.
“Homeowners are being given only half of what it costs to rebuild. Developers are circling. Workers and housekeepers are doing remediation in toxic conditions without protection. And we still haven’t seen a comprehensive study of what’s in the ashes.”
Alvarado criticized elected officials for what he described as their absence in the recovery process. “The government has to come in and protect. Families that want to stay here should be given real choices. “We want Dena to resurface the way it was—a legacy of intergenerational Black and Brown homeownership. That wealth is disappearing before our eyes.”
The January fire, which destroyed over 9,000 structures across Altadena and eastern Pasadena, has left many displaced and uncertain about returning. Shayna, a homeowner who lost her house in the fire, told the gathered crowd she’s now living in Glendora.
“Our community is spread out across the state, even the country,” she said. “But we’re still here, showing up. Everybody deserves the right to rebuild in Altadena, regardless of your income. This community is not for sale.”
Jose Moreno, another organizer, led a call-and-response chant, urging unity and grassroots power. “We’re teaching each other how to take care of each other,” he said. “Only the village can save the village.”
Mariana, a mother of four, said her family was devastated both emotionally and economically after losing their home. Her 10-year-old autistic son has struggled to adapt to the loss of routine and stability. Her husband, a painter, lost all his tools in the fire.
“We were not prepared,” she said, fighting back tears. “I was prepared for an earthquake, but never for a fire. We need more resources, more preparation, and we need to be heard. Our future is in your hands.”
The march ended with a rally, but for many, the real goal was to make their demands visible—to each other, and to those in power.
“There are government agencies saying we’re fine,” Moreno said. “We’re not. And we’re going to keep showing up—online, offline, in prayer, and in this movement—until we are.”
The demonstrators moved south on Fair Oaks to Woodbury, then turned and headed north up Lincoln to the rally point on Figueroa Avenue, passing scores of burned out homes and properties, still not cleared away. They ate, met each other, made new friends, listened to speeches, and remembered.
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