Our Impact

10% of every sale funds conservation.

Not a marketing tagline. A line item in every transaction.

When you buy a Swan River cap, 10% of the profit is set aside quarterly and donated to partner organisations working to protect swans, wetlands, and the wider wildfowl population across Europe, North America, and Oceania.

Why swans, and why wetlands?

Swans are a flagship species — they're hard to miss, they're culturally important across a dozen cultures, and they depend on healthy wetland ecosystems. Protect the habitat that supports swans and you protect hundreds of other species at the same time: reed warblers, bitterns, otters, dragonflies, and the fish that feed all of them.

Wetlands are also extraordinary carbon sinks. Peat wetlands store twice as much carbon as all the world's forests combined, despite covering just 3% of the land surface. Losing them isn't just a wildlife problem — it's a climate problem.

Where the money goes

We partner with registered conservation charities in the UK, EU, North America, and Australasia. Current focus areas:

• Wetland habitat restoration and land acquisition
• Lead shot pickup programmes and waterfowl health
• Youth education and river-bank stewardship
• Research into climate resilience for migratory species

Transparency

We publish a quarterly impact note listing how much was donated, to whom, and what it funded. Sign up to the newsletter to receive it.

Thank you for making this possible.