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!

Hi, I’m Emily McCarty—founder of Wildfire. I started Wildfire when I was 19 years old with just $5,000 and a big dream to bring something meaningful to my community. I’ve always cared deeply about the environment, and I wanted to create a space where people could shop more intentionally—without all the plastic, waste, and guilt.

I didn’t go to college and I don't have a business degree, but I wasn’t alone. I had an incredible mentor who believed in me, challenged me, and helped guide me through those early steps. I showed up to every workshop, networking event, and resource I could find through the Blair County Chamber of Commerce, Altoona LaunchBox, State College LaunchBox, and the Small Business Development Center. Bit by bit, I figured it out.

In October 2019, Wildfire officially opened. A few months later, in March 2020, the world shut down. Like so many small businesses, I had to pivot fast and find new ways to keep going. It wasn’t easy, but with support from the community and a whole lot of persistence, Wildfire made it through.

Now, I’m 25, and Wildfire has grown into something more than I ever imagined. It’s a space for sustainability, creativity, and connection. Whether someone’s coming in to refill their hand soap, find the perfect gift, or create a charm necklace that’s uniquely theirs—I want them to leave feeling inspired and empowered.

Running Wildfire has been the most challenging and rewarding experience of my life. I’m so grateful for every customer who’s supported this journey. You’re not just shopping—you’re making a real difference.

Thanks for being part of it!

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