The co-founder of Distinctive Assets, a company famous for providing Grammy attendees with luxurious gift bags, recently shared why they decided not to follow their usual tradition this year. Instead, they chose to do something extraordinary for people affected by the devastating wildfires.
Hollywood’s award season is known for its extravagant, high-end gift bags, filled with items fit for celebrities. However, at this year’s Grammys, things were different.
Instead of showering the stars with the usual luxury giveaways, Distinctive Assets made a powerful decision—to help those suffering from the recent wildfires in California.
Lash Fary, the co-founder of Distinctive Assets, explained that they decided to skip their typical lavish gifts and create care packages designed to offer relief to wildfire survivors.
These care packages were filled with thoughtful items like skincare products, eyewear, and portable Bluetooth speakers—things that could bring comfort and a touch of normalcy to people who had lost so much.
During a virtual interview with a news correspondent from Wish-TV, Fary shared his thoughts on the decision. “There’s bound to be one or two items in here that would make good care packages,” Fary said.
“But as it turned out, literally everything in here would make a great care package.” He went on to explain how they were inspired to turn the Grammy swag into something more meaningful.
“If everyone at the Grammys is gonna be having Frontera wine while they’re celebrating their win, so can we provide that to folks who might need to day drink with all that they’ve had going on.”
Fary pointed out that no one who’s experienced a disaster would ever criticize the contents of a care package.
“For any of us who’ve been through something tragic, it’s about something that distracts you, something that helps you forget, even if just for a moment,” he said, emphasizing how important it is to provide a small escape during such difficult times.
Fary also talked about their partnership with Bright Harbor, an organization dedicated to disaster recovery. Bright Harbor is set to provide over $1 million worth of disaster recovery services to wildfire victims during the award season, showing just how committed Distinctive Assets is to making a difference.
When asked how they made the shift from providing extravagant gifts to celebrities to assembling care packages, Fary said, “It was remarkably easy.
In fact, that’s always been the through line for our gift bags… even with what we give to talent, all the items in these care packages are the same items we’re going to be giving to Oscar nominees in a few weeks.”
Although Distinctive Assets plans to return to their traditional gifting practices for the Oscars, this shift highlights the impact of giving back. It’s a powerful reminder that even small acts of kindness can make a big difference in rebuilding lives after a tragedy.
Lash Fary, known as the “Gift Guru” and the “Sultan of Swag,” is the mastermind behind the celebrity gifting phenomenon. He pioneered the trend of pairing luxury brands with Hollywood stars, turning the gifting process into a widely recognized marketing tool.
Fary’s influence has transformed how brands are introduced to the public, making gifting at prestigious events a highly anticipated part of the experience.
Fary’s work has included collaborations with major award shows like the Grammys, the Latin Grammys, the Tony Awards, the American Music Awards, and the BET Awards, among others.
What began as an innovative idea has become an industry standard, generating buzz in the media and making luxury swag bags an iconic part of award season.
In addition to his expertise in celebrity gifting, Fary has used his influence to support meaningful causes. His ability to blend luxury with social impact has cemented his status as a tastemaker in the world of celebrity gifting.
Reflecting on the contrast between this year’s decision and the extravagant Grammy gift bags from 2024, the difference is clear. Last year, Distinctive Assets curated a jaw-dropping $36,000 worth of high-end products for the Grammy performers and presenters.
Unlike the Oscars gift bags, which are given only to a select group of nominees, the 2024 Grammy gift bags were given to 145 people—whether they were performing or presenting. Each recipient received an identical package, filled with nearly 60 premium items.
Some of the standout items included a private performance by renowned mentalist Carl Christman, valued at $25,000.
The bag also featured a $299 smart bird feeder that could send digital postcards, a $699 robotic pool cleaner, and noise-canceling Dyson headphones with an air purification feature. Even pets were treated, with organic, non-GMO kibble from Smack, worth $282.
Stars like Olivia Rodrigo, Billy Joel, SZA, and Lenny Kravitz all received these luxury bags, though recipients were also reminded of potential tax implications, especially for high-value items like Christman’s private performance, which required special tax considerations if redeemed.
Despite changes in pop culture trends and the evolving world of Hollywood, Fary believes the core of these prestigious events has remained the same. Reflecting on his time in the industry, he noted that while award shows may change with the times, the essence of these celebrations has stayed remarkably consistent.
Fary recalled how, in the early days of his career, his company was one of the first to introduce high-tech products like iPods as part of Grammy gift bags—a groundbreaking move at the time.
They were also the first to introduce Keurig coffee pods to the Grammys when the single-serve brewing system was still a novelty. “At the time, no one believed it would take off,” Fary remembered. “Now, Keurig is everywhere.”
For Fary, award season’s glitz and glamour will always be a part of the industry, but so too will celebrity gifting. Whether curating extravagant gift bags for A-list celebrities or assembling thoughtful care packages for those in need, Distinctive Assets continues to leave its mark on Hollywood’s biggest nights.
This shift toward helping others proves that generosity, no matter the form, will always be in style.
