Welcome to Wildfire, Altoona’s first eco-friendly store and the heart of sustainability in Blair County!

We’re passionate about offering a wide range of ethically made apparel, accessories, and eco-friendly products that help you live a more sustainable lifestyle. As the only refillery in the area, we make it easy for you to reduce waste. Simply bring your clean, dry containers to stock up on everyday essentials like dishwasher pods, dish soap, and hand soap.

Whether you shop in-store or online, you’ll always find plastic-free packaging with every purchase. By choosing Wildfire, you’re supporting a local small business and making a positive impact on the environment.

But sustainability is only part of the story, Wildfire is also about creativity! We’ve added a fun new experience where you can design your own charm necklace, picking from a selection of ethically crafted charms to create a personalized piece that reflects your unique style.

With every purchase, from refills to handmade jewelry, apparel, and sustainable swaps, you’re not only improving your life but helping to protect the planet. Join us in making a difference, one choice at a time!

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Our Brands

We are committed to sourcing from suppliers who uphold our shared values. Before making any purchase, we personally reach out to each maker to ensure that every product comes from an environment that promotes ethical practices, safety, and fair wages

Our Impact

We are committed to reducing plastic waste by encouraging our suppliers to ship plastic-free. In cases where this is not possible, we responsibly recycle the plastic to prevent it from polluting our oceans and landfills. We prioritize ethical and fair labor practices by sourcing from suppliers who share our values, and we thoroughly vet each maker to ensure a safe and fair working environment.

Meet The Owner

Hi, I’m Emily McCarty, founder of Wildfire. Hi, I’m Emily McCarty, owner of Wildfire in Downtown Altoona. At 19 years old, I registered for my business license and began brainstorming the logistics of my brick-and-mortar shop, Wildfire.

To further my network and education, I attended events and seminars with the Blair County Chamber of Commerce, Altoona Launchbox, State College Launchbox, and Small Business Development Center. With a start-up cost of about $5,000, zero student or business loans, and nothing to lose, I opened the doors to Wildfire in October 2019.

My business survived a nationwide shutdown just five months into the opening, and I'm still happily serving my community in my sixth year of entrepreneurship. Wildfire is committed to providing plastic-free, sustainable goods that help reduce your impact on our planet. I started off selling shampoo bars and bamboo toothbrushes to test the market and now, we offer over 50 different eco-friendly products– including, Altoona's first and only refillery, where you can bring your own container and fill up on home goods like dish soap, laundry powder, body wash, and more.

I love the challenges and freedoms of owning a storefront at 26 years old and credit my success to my incredible mentor, who offers encouragement and wisdom in everything I do.

Thanks for being part of it!

(Photo by Sarah Garber - Owner, The Clay Cup & Westfall Coffee Co.)