British brand Fera has announced The Wild Share, a year-long nature recovery initiative. Rooted in love for the British countryside, Fera is stepping beyond celebration through clothing and content. From now on, 3% of every sale will be donated to conservation and restoration efforts across the UK.
Fera is forging partnerships with dedicated conservationists and grassroots teams, funding their vital work and bringing their stories to the fore. Their aim is simple: to create real impact by restoring wildlife habitats and supporting native species.
The Hive Architect: Protecting Britain’s Wild Honey Bees
Fera’s inaugural Wild Share project shines light on wild honey bees, an often overlooked part of the ecosystem. Contrary to popular believe that British bees can only survive under beekeepers care, conservationist Matt Somerville has spent years studying free-living colonies in tree cavities.
Matt Somerville is a passionate advocate for wild bees. Matt has spent decades observing them living freely in tree cavities, their natural habitat. He’s watched them with concern as commercial beekeeping, habitat loss, and modern development have increasingly pushed them to the margins.
For 14 years, Matt has hand-carved log hives, every winter, then toured across England each summer to install them as minimal intervention homes for wild bees. Despite threats from commercial beekeeping, habitat loss and urbanisation, his efforts have created essential sanctuaries for these resilient insects.
This year, Fera has supported Matt by helping to install his hives in two new sites. To celebrate his dedication, Fera has commissioned filmmaker Max Weston to create The Hive Architect, a documentary tracing Matt’s journey from winter workshop to carving to springtime hive installations. It’s a moving portrait of passion, persistence, and an urgent call to protect Britain’s natural world.
Why This Matters
Bees are viral to the UK biodiversity. They pollinate crops, flowers, and wild plants, playing a key role in keeping ecosystems balanced. Yet wild bees, unlike those kept in hives for honey production, are rarely given the attention or protection they need.
By supporting Matt’s work Fera hopes to raise awareness around wild bee conversation and encourage more people to think differently about nature, to understand that sometimes, the best thing we can do is simply step back and let it flourish.
Get Involved: Join the Movement
This donation pledge is just the beginning. With the Wild Share, Fera intends to join forces with more conservationists across the UK, highlighting essential ecological projects and funding meaningful restoration work. If you believe in reconnecting with Fera’s heritage, rebuilding habitats, and safeguarding the wild spaces they cherish, every Fera purchase now carries a purpose.
It might seem like a small contribution, but it is significant enough to make a difference for a more hopeful environmental future. This is just the beginning. More projects are set to follow, each rooted in the same belief that what we wear should reflect what we care about.
