Twenty fire engines and 120 firefighters and officers were called to a fire at an industrial estate in Orient Way, Leyton.
Most of a two-storey warehouse unit was destroyed by fire.
The Brigade's 999 Control Officers took more than 80 calls to the fire.
Station Manager Rod Wainwright, who was at the scene, said: "There were large volumes of smoke and we advised all nearby residents in the area to keep their doors and windows closed until the smoke plume had diminished."
The Brigade was called at 0522 and the fire was under control at 1205. Fire crews from Leytonstone, Homerton, Walthamstow, Stoke Newington, Stratford and surrounding fire stations attended the scene.
The cause of the fire is under investigation.