Bless It Bag is a homelessness-focused organization, but if it also feels like a brand, that’s because it is.
“There’s this dynamic of ‘I don’t care,’” Baskin said. “I want caring to be cool. I want that to be what we’re spreading.”
A hygiene bag may seem modest, but any effort to break down stigmas around homelessness is worthy, said Nikola Alenkin, who runs a residential program for homeless veterans. Baskin came up with the idea while she was working as a photography consultant at Warner Bros. On her daily commute to Burbank, she would drive past a woman who appeared homeless just off the 134 freeway at Pass Avenue, and wanted to help.
Baskin quit her job more than a year ago to devote herself to the project. It took her the better part of five months to stuff 1,500 bags on her own.
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