‘Altadena is not for sale’: LA residents fear being forced out by wildfire rebuild

The slogan has been appearing on posters, fliers and social media in support of the small and racially diverse suburb

The day after the Eaton Canyon wildfire, still reeling from the destruction of her home and her business, Gaby Murguia scrawled a message on the windows of her truck: “Altadena is not for sale.”

In the month since historically destructive fires raged across Los Angeles, the same slogan has been appearing on posters at local protests, on fliers at restaurants and across new and old social media accounts in the small and racially diverse suburb of Altadena.