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Rather than work in partnership with a retail shop we work in partnership with nature.

Wear5050 was born from a desire to do more for conserving the places that we love to explore. It is a business model that not only helps empower more people to make tomorrow a better place, but represents a greater equality between humans and nature. The idea was to take a more holistic approach to protect the environment, with 50% of profits funding organisations that are working to preserve the wild and wonderful places that still exist in the world.

Liffey Valley Reserves

In many ways, the creation of Liffey Valley Reserves in 1991 marks a watershed in the history of the Australian conservation movement. Bob Brown, then a member of the Tasmanian Parliament, had recently won the Goldman Prize (an international environment award worth around $50 000) when a couple of bush blocks near his Liffey Valley cottage came up for sale. Bob was keen to save the bush blocks from imminent logging so he decided to put in a bid, and asked a friend to attend the auction.

‘I was sitting in the Tasmanian Parliament and he rang at night to say you’ve secured the blocks at the reserve price of a quarter of a million dollars,’ says Bob.
A sympathetic bank manager and some very generous donors came to the rescue, and Liffey became the first Reserve for a new conservation organisation, the Australian Bush Heritage Fund, now Bush Heritage Australia.

Liffey Valley Reserves provide important foraging habitat for two threatened birds of prey, the Tasmanian Wedge-tailed Eagle (nationally endangered) and the White Goshawk (endangered in Tasmania). It is also home to the Tasmanian Devil (nationally endangered), Spotted-tail Quoll (nationally vulnerable), Southern Brown Bandicoot.

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In many ways, the creation of Liffey Valley Reserves in 1991 marks a watershed in the history of the Australian conservation movement. Bob Brown, then a member of the Tasmanian Parliament, had recently won the Goldman Prize (an international environment award worth around $50 000) when a couple of bush blocks near his Liffey Valley cottage came up for sale. Bob was keen to save the bush blocks from imminent logging so he decided to put in a bid, and asked a friend to attend the auction.

‘I was sitting in the Tasmanian Parliament and he rang at night to say you’ve secured the blocks at the reserve price of a quarter of a million dollars,’ says Bob.
A sympathetic bank manager and some very generous donors came to the rescue, and Liffey became the first Reserve for a new conservation organisation, the Australian Bush Heritage Fund, now Bush Heritage Australia.

Liffey Valley Reserves provide important foraging habitat for two threatened birds of prey, the Tasmanian Wedge-tailed Eagle (nationally endangered) and the White Goshawk (endangered in Tasmania). It is also home to the Tasmanian Devil (nationally endangered), Spotted-tail Quoll (nationally vulnerable), Southern Brown Bandicoot.