3% for Nature
The Wild Share
We started Fera to celebrate the British outdoors we know and love. Understanding we need to step beyond just celebrating this through our clothing and content, we have pledged 3% of our direct-to-customer sales to the conservation and restoration of Britain’s nature.
Since our inception in 2021, we have donated this pledge directly to charities, working with Wildfish and Plantlife. However, from 2025 onwards, it gives us great pleasure to announce a different route.
This year we are launching The Wild Share.
Using our 3% pledge, we will work directly with conservationists, teams and projects across the UK, helping create, fund, and highlight their work.
"WildFish is relentlessly focussed on protecting wild fish and their habitats. We were delighted to work with Fera who supported our uncompromising commitment to environmental sustainability."
Nick Measham, CEO of Wildfish
WILD SHARE 2025
SAVING BRITAIN'S WILD HONEYBEES
There is a widely held misconception that our British honeybee would not exist without beekeepers and their modern beekeeping methods. However wild bee conservationists such as Matt Somerville are here to not only prove this wrong (and in fact show modern beekeeping is often bad for our bees) but also to help the wild populations.
We have teamed up with Matt to highlight his work and help our honeybee (Apis Mellifera Mellifera). Inspired by wild honeybees that live in hollow sections of mature trees, Matt has designed his Freedom Hives, a hollowed-out log hive that sits on spindly legs and looks as much like a sculpture as a wooden rocket.
These Freedom Hives are not designed for honey, nor constant intervention, but rather designed to create a habitat, a perfect home, for our wild honeybee. And by building the dream home, the bees naturally find Matt’s hives and soon set up shop.
Matt’s passion for what he does is incredibly inspiring, he’s like a bee shaman that has appeared out the woods with a glint in his eyes. While others dress in beekeeping suits, he calmly walks up to a colony of 40,000 honeybees, places his hand next to their entrance, and lets them know he is no threat.
It gives us great pleasure to capture his magnetic spirit and tireless work in a documentary produced by Max Weston. This film will be coming soon, sign up for the latest news.